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Published by:
USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies (2017)
Version:
22 May 2017
Length:
16 pages
Data source:
Field research
Abstract:
Robert Goodwin simultaneously serves as the Executive Director of the Mattel Children's Foundation and the Director of Corporate Affairs and Philanthropy for Mattel, Inc, one of the largest toy companies in the world. His goal is to 'integrate purpose' into the overall business strategy of the company to increase its social and financial value. One initiative he spearheads is Speedometry, a curriculum that incorporates the popular Hot Wheels brand to provide STEM education to elementary school students. Goodwin must figure out how to effectively scale and sustain this program while navigating Mattel's complex bureaucracies and appealing to the company's commercially-focused brands. This case has been featured on our website, click to view the article.
Learning objectives:
1. How a for-profit company can leverage its core competencies for mission-driven initiatives. In the case of Mattel, utilizing its brand’s broad consumer base and communication power for wide-scale social impact. 2. Integrating 'purpose' into a company’s core business strategy by means of employee engagement and impact per dollar spent. 3. Scaling and sustaining an initiative of a for-profit company while remaining 'authentic' to the public.
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