Natural Factory: The Role of CSR in Starting a Business

Meng Rui, Qiong Zhu

科研成果: 其它稿件案例

摘要

This case describes the development of Natural Factory’s social e-commerce model, the role of CSR in the founding of that model, the model’s initial successes, and the limitations it faced latterly. In 2018, Natural Factory had a turnover of over RMB 600 million, and by January 2019, it had nearly 6 million purchasing users and over 27 million followers. Despite such impressive growth, Natural Factory was having trouble acquiring new users. Marketing products directly to end consumers would allow the company to rapidly break through this bottleneck, but this would be at the expense of the small-scale merchants to whom the company owed its success. Su Lujiang, the founding CEO of Natural Factory, was faced with a serious dilemma: how could the company continue to acquire new users without alienating old ones?
源语言英语
页数15
出版状态已出版 - 30 6月 2020

案例编号

ENT-20-651

案例规范编号

ENT-20-651-CE

案例类型

Field Case

更新日期

12/04/2024

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

案例学科表

  • 伦理与社会责任
  • 创业
  • 销售

案例行业表

  • 制造
  • 零售

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