This case won the Ethics and Social Responsibility category at The Case Centre Awards and Competitions 2020. #CaseAwards2020
The case
Who – the protagonist
Blake Mycoskie, TOMS founder.
What?
TOMS is a privately-held for-profit social enterprise. For every pair of shoes TOMS sells, it donates another.
Why?
Despite the positive associations with the TOMS brand, and the success of its social enterprise, TOMS has faced repeated criticism of its business model.
Critics maintain that TOMS provides a short-term fix that simultaneously distorts local markets whilst assuaging Western consumers’ guilt at economic imbalance. TOMS is accused of being complicit in a business model that relies on poverty in order to maintain its business operations.
When?
It was 2006 when Blake visited Argentina. But it was 2011 when he was presenting a keynote speech at SXSW in Texas, US, and about to respond to the critics.
Where?
TOMS is based in California, US, but Blake was inspired by a trip to Argentina, where he witnessed a charity drop for shoeless children. This is where he pledged to reconfigure the volunteers’ shoe drop activities into a for-profit that could provide a constant supply of shoes for donation.
Key quote
What next?
Blake was ready to respond to the critics and answer concerns about the business model that have been asked since 2007. What he was about to reveal would change the business massively. So, what would his answer be?
Gratifying
Natascha said: “It is enormously gratifying to win such a prestigious award. Something that started as a case you’ve researched, written and taught in your own personal teaching context, is being taught and discussed in classes around the world, is a fantastic thought.”
Global interest
Ana commented: “Currently, there is a very strong focus on sustainability in the fashion industry, and social enterprises appear as a very valid alternative in terms of business models. It is amazing to see that more and more students across business schools all over the world are interested in the case.”
Framing the narrative
Natascha added: “We both found the one-for-one business model fascinating when we first came across it, so it was interesting to find out more about TOMS by asking ourselves the whats, hows and whys of the business, and then the challenge came as how to frame a narrative that would capture students’ imagination and put them right at the centre of the case.”
Immerse yourself in the case
Ana explained: “Writing about a topic you are passionate about is key. I think when you are immersed in it, it helps to unpack and to translate all of that knowledge into the case.
“I would also say, as much as possible, do a lot of field and primary research about the brand. It helps to understand the context and the company a lot better.
“Furthermore, I think that because we had experience of teaching with case studies, we could see what angles and questions would work better.”
Development
Natascha concluded: “This was the very first case that Ana and I wrote, and we never imagined it would be so popular.
“We had both been on The Case Centre’s case method workshops. I highly recommend attending one if you have a chance, as it really brings the process to life.”
The case
The case
Who – the protagonist
Blake Mycoskie, TOMS founder.
What?
TOMS is a privately-held for-profit social enterprise. For every pair of shoes TOMS sells, it donates another.
Why?
Despite the positive associations with the TOMS brand, and the success of its social enterprise, TOMS has faced repeated criticism of its business model.
Critics maintain that TOMS provides a short-term fix that simultaneously distorts local markets whilst assuaging Western consumers’ guilt at economic imbalance. TOMS is accused of being complicit in a business model that relies on poverty in order to maintain its business operations.
When?
It was 2006 when Blake visited Argentina. But it was 2011 when he was presenting a keynote speech at SXSW in Texas, US, and about to respond to the critics.
Where?
TOMS is based in California, US, but Blake was inspired by a trip to Argentina, where he witnessed a charity drop for shoeless children. This is where he pledged to reconfigure the volunteers’ shoe drop activities into a for-profit that could provide a constant supply of shoes for donation.
Key quote
What next?
Blake was ready to respond to the critics and answer concerns about the business model that have been asked since 2007. What he was about to reveal would change the business massively. So, what would his answer be?
Author perspective
Gratifying
Natascha said: “It is enormously gratifying to win such a prestigious award. Something that started as a case you’ve researched, written and taught in your own personal teaching context, is being taught and discussed in classes around the world, is a fantastic thought.”
Global interest
Ana commented: “Currently, there is a very strong focus on sustainability in the fashion industry, and social enterprises appear as a very valid alternative in terms of business models. It is amazing to see that more and more students across business schools all over the world are interested in the case.”
Framing the narrative
Natascha added: “We both found the one-for-one business model fascinating when we first came across it, so it was interesting to find out more about TOMS by asking ourselves the whats, hows and whys of the business, and then the challenge came as how to frame a narrative that would capture students’ imagination and put them right at the centre of the case.”
Immerse yourself in the case
Ana explained: “Writing about a topic you are passionate about is key. I think when you are immersed in it, it helps to unpack and to translate all of that knowledge into the case.
“I would also say, as much as possible, do a lot of field and primary research about the brand. It helps to understand the context and the company a lot better.
“Furthermore, I think that because we had experience of teaching with case studies, we could see what angles and questions would work better.”
Development
Natascha concluded: “This was the very first case that Ana and I wrote, and we never imagined it would be so popular.
“We had both been on The Case Centre’s case method workshops. I highly recommend attending one if you have a chance, as it really brings the process to life.”
