個案資料

In 2016, a social entrepreneur founded Even Cargo in Delhi, India to provide last-mile logistics by employing only women. Even Cargo trained and provided employment opportunities to women from underprivileged backgrounds, usually as their first job ever outside the home. The company encountered various challenges, including resistance from patriarchs and gender bias. The founder remained persistent in his goal to establish Even Cargo as a successful social enterprise in Delhi and eventually expand into smaller Indian cities. However, a prevalent patriarchal mindset and gender inequality were deeply ingrained in these areas, which would make this goal considerably more difficult to achieve. What strategies could the founder consider to realize his business growth and expansion objectives?

This case study provides relevant course material for postgraduate- and executive-level programs that discuss strategy formulation and execution, design of competitive organizations, business growth, and third-party logistics. The case is suitable for various courses including introductory marketing, entrepreneurship, strategic marketing, service marketing, and social entrepreneurship. Students can discuss the concept of organizing and expanding a business while retaining its vision and strategy. Students have the opportunity to apply strategic frameworks such as Mintzberg’s 5 Ps of strategy and the Ansoff Matrix for the planning and execution of a new business strategy. This case discusses the strategic design and management of a business that provides employment exclusively to women. Students are asked to identify strategic uncertainties and find ways to respond to social biases, patriarchy, and other barriers to women participating in the job market. After working through the case and assignment questions, students will be able to<ul><li>discuss the decision process involved in expanding a social enterprise into a new territory;</li><li>outline the development and implementation process of an effective business strategy, using Henry Mintzberg’s 5 Ps of strategy and the Ansoff Matrix; and</li><li>discuss the importance of managing strategic uncertainties and their potential effect on business risk.</li></ul>

• e-commerce
• women employees
• job market
• home delivery
• expansion
• small cities