Title: Mejor en Bici: business model innovation and shared value
Abstract: Study level/applicability This case is appropriate for entrepreneurship courses where the topics are generation of business model, business model innovation and shared value. It can be used at undergraduate and graduate levels. Case overview This case addresses the challenges that Mejor en Bici (in English: Best by Bike), a start-up that promotes mobility by bicycle, had to face from 2010 to 2015 at the level of its business model and generation of shared value. The case narrates the main achievements and obstacles in this path of entrepreneurship and how, through this process, a business model should be designed that allows strategic decisions to be taken to achieve sustained growth. In addition, this case examines how from early stages in entrepreneurship it is possible to generate shared value as a strategic component. Expected learning outcomes Identify and present the value proposition of Mejor en Bici to understand where a business model starts. Design and evaluate the business model of Mejor en Bici from an innovation perspective. Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model. Supplementary materials Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262. Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18. Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59. Social implications The social implication of this case lies in the motivation and guidance that potential entrepreneurs and students who analyze this case will receive. They can learn from a successful but complex experience how to start a business in a sustainable and responsible way. Subject code CSS 3: Entrepreneurship
Publication Year: 2019
Publication Date: 2019-11-25
Language: en
Type: article
Indexed In: ['crossref']
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