Storehouse Tea: Cultivating Options for Growth
(6 pages of text)
In January 2017, the owner and founder of Storehouse Tea based in Cleveland, Ohio, was considering the company’s next move. Storehouse Tea focused on providing organic, fair trade certified teas, and the founder was committed to operating her business in a way that would have a positive impact in the world by providing work to local refugees. However, she wondered how she could scale this impact. Among her options, she could introduce product extensions, pursue geographic expansion, target larger accounts, or hire additional employees. But which avenue for growth would best allow Storehouse Tea to further its core mission?
This case is intended for use in an undergraduate- or graduate-level strategy or entrepreneurship course. Students should have a basic understanding of sustainability and business efforts to incorporate environmental and social impact in a company's operations, supply chains, or customer solutions. They should also be prepared to discuss embedded versus bolt-on sustainability efforts. After completion of this case, students will be able to
- analyze a company's potential courses of action in light of its strategic objectives and develop sound recommendations;
- discuss how sustainability (including not only environmental stewardship but also social and economic equity) can act as a source of competitive advantage; and
- understand how a company can embed sustainability into its core mission and operations.
United States, Small, 2017
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