Assignment task:
Me to We was looking to grow beyond the success it had established since its inception in 2009. The organization sold volunteer trips, greeting cards, school supplies, sustainable clothing, jewelry, and other accessories in the North American market to fund the activities of its charity partner, Free the Children (FTC). The company had donated C$8.5 million to date, to its charity partner. From a business perspective there were some evident gaps in the portfolio, which reflected a missed opportunity to increase revenues. As such, the company was exploring moving into the fast consumables market. There were several business issues to address. Key among them was whether the company would be able to replicate the success it had achieved so far. The motivation was very strong for Marc Keilburger, the head of We to Me. His brother, Craig Keilburger, had achieved global prominence at the age of 12, by founding the charity Free the Children, to combat child labour wherever that existed around the world.
As of 2014, FTC had 66 partnerships in villages around the world and a budget of close to $50 million. The need for a stable source of funds became more pressing with FTC's growth. A big part of Me to We's growth was through selling crafts manufactured in the villages that FTC assisted. The growth of Me to We's business would not only fund FTC activities but potentially create more income for the people they assisted. The evidence was strong that such social enterprises were not only growing significantly over the past 10 years, but they were able to achieve competitive advantage over traditional competitors based on brand equity. That equity was rooted in social purpose. In terms of what it meant for Me to We, the latest strategic plan reflected a goal to grow its retail division by 38% over the coming five years.
Questions:
Q1. How does Me to We's business reflect the realization of society as an interdependent system?
Q2. Is Me to We inherently responsible for FTC, and therefore obligated to succeed in raising the funds required by its charity partner?
Q3. Which dimensions of CSR most evident in the Me to We/FTC scope of activities?