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Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect

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Listed:
  • Iain A. Davies

    (University of Bath)

  • Bob Doherty

    (The York Management School, University of York)

Abstract

This paper investigates the difficulties of creating economic, social, and environmental values when operating as a hybrid venture. Drawing on hybrid organizing and sustainable business model research, it explores the implications of alternative forms of business model experimented with by farmer owned, fairtrade social enterprise Cafédirect. Responding to changes and challenges in the market and societal environment, Cafédirect has tried multiple business model innovations to deliver on all three forms of value capture, with differing levels of success. This longitudinal case study, therefore, provides a contribution to our understanding of how business models enact hybrid mission, providing a platform for triple-bottom-line value capture. In doing so, we are able to expand on the normative understandings of integrating hybrid objectives, and the complications of multiple types of value capture.

Suggested Citation

  • Iain A. Davies & Bob Doherty, 2019. "Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect," Journal of Business Ethics, Springer, vol. 157(4), pages 1043-1066, July.
    • Handle: RePEc:kap:jbuset:v:157:y:2019:i:4:d:10.1007_s10551-018-3960-9
    DOI: 10.1007/s10551-018-3960-9
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    References listed on IDEAS

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    6. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.

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