Posted: 4 Feb 2012
Date Written: September 7, 2011
GoodGuide, a high-technology start-up company, founded by University of California Professor at Berkley Dara O'Rourke is at a critical junction. The venture capital funded company has yet to find the business model to monetize a very promising product that provides consumers and manufacturers with information about the sustainability of a product.
Learning Objective: This case is used to illustrate the tensions and trade-offs in achieving both economic goals and the social mission of the corporation.
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