Social enterprises as consumer products: the case of vehicles for change

Abstract

Purpose

This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission.

Design/methodology/approach

The case describes an approach to new product development and management that is of value to social enterprises. The Vehicles for Change organization exists and operates in the USA.

Findings

Provides information and action approaches to non‐profit organizations to increase their sustainability. Often non‐profits do not understand nor value business. Consequently, they elevate their mission to do good but sabotage their ability to succeed. Infusing business into non‐profits can lead to an entirely new organization, the social enterprise. Social enterprises use profit‐generating businesses to fund their charitable elements. This new form can be called a for benefits organization. That focus lends itself to using product development and management techniques to succeed. Their results offer implications for non‐profit organizations.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.

Practical implications

The case depicts the process that one firm uses to innovate and succeed. It requires breaking existing perceptions, changing managerial attitudes, restructuring and adopting a consumer focus.

Originality/value

The case describes an evolutionary approach to social welfare in part based the benefits of a product. It illustrates the value that a product focused, profit seeking approach can yield in support of an organization that seeks to aid humanity.

Citation

Pitta, D.A. and Howard Kucher, J. (2009), "Social enterprises as consumer products: the case of vehicles for change", Journal of Product & Brand Management, Vol. 18 No. 2, pp. 154-158. https://doi.org/10.1108/10610420910949068