Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.10.2018
Length: 17 pages
Data source: Field research
Topics:
Marketing; Sustainability; Entrepreneurship; Corporate social responsibility; Impact; Growth management; Ethics; Supply chain; Supply chain integrity; Labor practices; Brand building; Differentiation; Environmental, social and governance ratings; Entrepreneurial leadership; Innovative business model
Abstract
The case, and its accompanying pedagogical material, offers a unique perspective on CSR-based transformational entrepreneurship, looking at a startup company with a strong ethical purpose and objective, in this case the transformation of the cocoa supply chain towards a child-labor free, fair-trade, organic agriculture-based sourcing. The case follows the history of Tony's Chocolonely, a Dutch producer of premium chocolate bars with a strong responsible footprint. It follows the footsteps of its founder, Teun van de Keuken (aka Tony) from journalist to social activist and ultimately entrepreneur with a strong sense of purpose and defined impact objectives. The 12-year journey led Tony's Chocolonely chocolate bars to claim the number three spot in the Netherlands's chocolate markets, with the products also sold in many other countries around the globe.
Time period
The events covered by this case took place in 2005-2018.Geographical setting
Region:
Europe
Featured company
Tony’s Chocolonely
Turnover:
EUR 100 million
Industry:
Food industry
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.10.2018
Length: 13 pages
Data source: Field research
Japanese language
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 01.09.2025
Length: 18 pages
Data source: Field research
About
Abstract
The case, and its accompanying pedagogical material, offers a unique perspective on CSR-based transformational entrepreneurship, looking at a startup company with a strong ethical purpose and objective, in this case the transformation of the cocoa supply chain towards a child-labor free, fair-trade, organic agriculture-based sourcing. The case follows the history of Tony's Chocolonely, a Dutch producer of premium chocolate bars with a strong responsible footprint. It follows the footsteps of its founder, Teun van de Keuken (aka Tony) from journalist to social activist and ultimately entrepreneur with a strong sense of purpose and defined impact objectives. The 12-year journey led Tony's Chocolonely chocolate bars to claim the number three spot in the Netherlands's chocolate markets, with the products also sold in many other countries around the globe.
Settings
Time period
The events covered by this case took place in 2005-2018.Geographical setting
Region:
Europe
Featured company
Tony’s Chocolonely
Turnover:
EUR 100 million
Industry:
Food industry
Related
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.10.2018
Length: 13 pages
Data source: Field research
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 01.09.2025
Length: 18 pages
Data source: Field research