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WebOrganic: Creating a Blue Ocean for a Social Cause  
 
Product Ref: 12/518C Company: WebOrganic

Product Type: Case Industry: Retail & Wholesale
Software & Services

Related Product(s): Teaching Note
Authors: Julie Yu   Penny Lau
On a mission to give ˇ§hope, chance and choiceˇ¨ to underprivileged students, Erwin Huang started the social enterprise WebOrganic to sell quality computers and internet services to students at below-market prices. In its first year of operation, the company had already served more than 7,000 low-income families, and had expanded from being a technology distributor to becoming a provider of a full-fledged service surrounding online learning. Now entering its second year, WebOrganic continues to face resistance from parents and educators in e-learning adoption as it introduces tablet computers to its product mix.

This case is about creating a blue ocean in the overlapping zones of the computer and internet services retail market and a growing e-learning market. It explores ideas pertaining to the design and execution of a blue ocean strategy, including such topics such value innovation, the four actions framework and tipping point leadership. The case also touches on concepts of strategic relationship management and social entrepreneurship.
Functional Area : Social Enterprises & Ethics
Strategy & General Management

Learning Objective: 1. Understand the blue ocean strategy and identify the components at work. 2. Explore the concept of a social enterprise and analyse how the social aspect ties to its business operations. 3. Understand how a social enterprise operates, creates sustainability and manages strategic relationships.
Length: 19 pages Country: China (People's Rep. of)
Hong Kong SAR

Pub. Year: 2012 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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