Product details

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Subject category: Entrepreneurship
Published by: MIT Sloan School of Management
Originally published in: 2010
Version: 26 September 2010
Length: 16 pages
Data source: Field research
Notes: This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

Mercy Corps, a global NGO, is looking for a way to turn its KeBal pilot project, which sells nutritious food from food carts to kids in Jakarta, Indonesia, into a self-sustaining, scalable business that would benefit the local communities. Although the Mercy Corps office had concluded that growth would be best served by franchising, that conclusion left them with further questions. The learning objective is understanding how to evaluate opportunities in bottom-of-the-pyramid emerging markets; responding to the constraints and options when NGOs apply Western business models to help communities help themselves. This case is part of the MIT Sloan free case collection (visit www.thecasecentre.org/mitsloanfreecases for more information on the collection).

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Abstract

Mercy Corps, a global NGO, is looking for a way to turn its KeBal pilot project, which sells nutritious food from food carts to kids in Jakarta, Indonesia, into a self-sustaining, scalable business that would benefit the local communities. Although the Mercy Corps office had concluded that growth would be best served by franchising, that conclusion left them with further questions. The learning objective is understanding how to evaluate opportunities in bottom-of-the-pyramid emerging markets; responding to the constraints and options when NGOs apply Western business models to help communities help themselves. This case is part of the MIT Sloan free case collection (visit www.thecasecentre.org/mitsloanfreecases for more information on the collection).

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