The Trojan Horse Strategy – Changing Business From Within
Imagine that you are the owner of a highly successful social enterprise that has built its success on doing both well and good. One day you get a call from a well-known multi-national corporation, perhaps one with a less than perfect track record when it comes to social or environmental issues. This huge enterprise would like to buy your small social enterprise. Would you take the offer?
This was a real dilemma for the ice cream idealists and founders of Ben & Jerry’s ice cream, Ben Cohen and Jerry Greenfield. In 2000, they sold their company to one of the world largest retailers, Unilever, for the hefty sum of $326 million.
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Tagged | CSR, ethical consumers, Mergers, Social entreprenuership, socially innovative business concepts, Trojan horse
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