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Lil Mixins: Mixing Value with Convenience to Fight Infant Food Allergies
內容大綱
Lil Mixins was a Philadelphia-based infant health company founded in 2017 with a dual commitment to purpose and profit. Motivated by her experiences as a mother of a son who had several food allergies, the founder and chief executive officer (CEO) developed and launched a product line of powders that could be mixed in infants’ diets to immunize them against food allergens. She kept the price low to make it easily endorsable by pediatricians and insurance payers and more available to lower-income households. After three years of operations, however, the adoption rate was slower than projected. The CEO considered introducing a new higher-priced product that could keep the business going, but it excluded the broader market she had hoped to serve. How could she preserve her company’s accessibility and social goals while ensuring Lil Mixins’ viability?
學習目標
This case can be used in courses at the undergraduate and graduate levels. The case is most suitable in a strategy, business ethics, sustainability, ethical decision-making, or leadership class. It can also be useful in courses on social entrepreneurship, ethics, corporate social responsibility, and operations management. The case is best used at the midpoint of the course, when students have learned the basic business strategy concepts and can understand the different issues that can arise when a business is motivated by purpose. After working through the case and assignment questions, students will be able to do the following:<ul><li>Assess the global market need for prevention of child food allergy.</li><li>Explore strategic challenges and opportunities for a business seeking to protect their societal mission while achieving long-term commercial success.</li><li>Define and measure success from the perspectives of multiple stakeholders, according to a company’s key objectives.</li><li>Examine the options for and consequences associated with making a strategic pivot.</li></ul>