個案資料

Ford Resource and Education Centers (FRECs) were established as a partnership between the Ford Motor Company Fund and GlobalGiving. The FREC in Bangkok, Thailand, housed eight non-governmental organizations, social enterprises, and foundations. With the onset of the COVID-19 pandemic in early 2020, just a few months after the FREC had opened in the city, FREC Bangkok and its collaborators found themselves paralyzed by the thought that all they had worked for in their Bangkok neighbourhood could be lost. With lockdowns in place, what could FREC Bangkok do to continue providing the necessary aid to community members? It might need to change the way that it served Bangkok. What would be the risks of shifting its focus? How could it mitigate those risks? How could FREC Bangkok continue to provide aid, and what would that aid look like for local residents? How could FREC address the community’s new concerns, and what would its strategy for addressing these concerns look like? Crucially, what would be the role and importance of FREC’s various stakeholders going forward?

This case is suitable for courses on social entrepreneurship, non-profit management, strategic management, human resource management, and services marketing. It works best at the undergraduate level, though it can be adapted to courses at the graduate level. The case is meant to enable students to have extended and detailed conversations about social entrepreneurship management options, trade-offs between options, and detailed measurement plans. After working through the case and assignment questions, students will be able to do the following:<ul><li>Explain the impact of the internal and external environments on the success of a non-profit organization.</li><li>Identify the “beneficiaries” a social enterprise aims to serve, and explain how they are the centre of the solution or organization.</li><li>Describe the challenges as well as the opportunities of different social enterprise business models, where there are different stakeholder roles (customer, employee, etc.).</li><li>Outline the 7Ps (product, place, price, people, promotion, physical evidence, and process) of services marketing.</li></ul>

• non-profit, NGO, sustainability, social impact, COVID-19