Commercialising Social Businesses for the Greater Good: A Case Study of GreenSpeak

Johan Taricuarima Høybye & Oscar Haudrum Axelsen

Student thesis: Master thesis

Abstract

GreenSpeak is a Danish mobile carrier company with a designated vision of making the world a better place as fast as possible, mainly by donating all their fiscal profits to charitable organisations. However, despite providing its customers with cell phone plans of high quality at competitive prices, GreenSpeak has in its five years of existence only managed to acquire a customer base of 8.000. This thesis examines some of the potential issues that GreenSpeak is facing regarding the attraction of private customers. Building on existing academic work within social business models and our empirical data, we ask the following question: How can the Danish social entrepreneurs in the mobile carrier division of GreenSpeak enhance the attraction of private customers?
Based on interviews, an online questionnaire and academic literature on social business models we seek to identify the issues that GreenSpeak face regarding customer attraction and the possible actions they can take to overcome this issue. The result indicates that GreenSpeak’s focus on creating social value actually can be part of the explanation of the inability to attract customers, grow their business and ultimately the degree to which they are able to affect positive societal change. We present a recommendation that rather than seeking to maximize the social output by cutting as many costs as possible, GreenSpeak and social businesses similar to them may experience greater results in terms of customer attraction by accepting to invest resources in areas such as the attraction of talented employees, marketing, direct sales strategies and commercial partnerships.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages113
SupervisorsChristian Garmann Johnsen