Better World Books (2010) Harvard Business School Case (Michael Norton, Fiona Wilson, Jill Avery and Thomas Steenburgh)
A socially-conscious start-up struggles to compete against behemoth Amazon in the online bookselling industry. As the company grows, the business model is changing and founder Xavier Helgesen must decide whether to expand into selling new books, how to adjust their pricing and donation models, and how to reposition their donation communications. As the industry shifts, the founders find themselves working harder to build brand awareness for their fledgling brand and to manage and incentivize their non-profit partners. A for-profit company with a social mission, Better World Books comes under public scrutiny as they begin to turn a profit.