Authors: Sandeep Goyal; Amit Kapoor; Bruno S. Sergi
Addresses: LM Thapar School of Management, Dera Bassi Campus, Off Derabassi, Barwala Road Chandigarh, Punjab 140507, India; The Institute for Competitiveness, U 24/8, DLF Phase 3, Gurgaon 122 002, Haryana, India ' The Institute for Competitiveness, U 24/8, DLF Phase 3, Gurgaon 122 002, Haryana, India ' Department of Economics, University of Messina, 98122 Messina, Italy; Davis Center for Russian and Eurasian Studies, Harvard University, Cambridge, USA
Abstract: The purpose of this article is to understand the impact of shared value approach in generating sustainable socio-economic value for the marginalised sections of the society, especially the women from low-income households living in rural and semi-urban areas. This article analyses the conception, design and implementation of GNFC Neem Project initiative and how it transformed the socio-economic status and lives of more than 225,000 rural women in India within two years of inception. A single case study analysis was used to assess the key success factors and strategic choices, which can enable the enterprises to create a significant social impact while ensuring economic viability, sustainability and scalability. The qualitative case-based research involved primary data inputs from the field-based interviews of diverse stakeholders and secondary data inputs from the published sources. The research findings highlight the key success factors (KSFs), which led to the socio-economic success of GNFC Neem Project. The KSFs include clear focus and drive towards maintaining strategic fit between social impact and economic viability; building market awareness, trust, and acceptance; developing win-win partnerships with diverse stakeholders; and leveraging distribution channels and network for last-mile collection, storage and transportation of neem seeds (scientific name: Azadirachta indica).
Keywords: base of the pyramid; GNFC Neem Project; creating shared value; inclusive business model; women empowerment; India.
World Review of Entrepreneurship, Management and Sustainable Development, 2020 Vol.16 No.4, pp.359 - 379
Received: 03 Jul 2019
Accepted: 20 Jul 2019
Published online: 24 Sep 2020 *