Ref: IMD-7-1982

Case study

Reference: IMD-7-1982

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Tony's Chocolonely: The pursuit of growth with purpose

The case, and its accompanying pedagogical material, offers a unique perspective on CSR-based transformational entrepreneurship, looking at a startup company with a strong ethical purpose and objective, in this case the transformation of the cocoa supply chain towards a child-labor free, fair-trade, organic agriculture-based sourcing.

The case follows the history of Tony’s Chocolonely, a Dutch producer of premium chocolate bars with a strong responsible footprint. It follows the footsteps of its founder, Teun van de Keuken (a.k.a. Tony) from journalist to social activist and ultimately entrepreneur with a strong sense of purpose and defined impact objectives.

The 12-year journey led Tony’s Chocolonely chocolate bars to claim the number three spot in the Netherlands’s chocolate markets, with the products also sold in many other countries around the globe.

Learning Objective

  • Scaling up
  • Growth with purpose
  • Social and environmental responsibility
  • CSR
  • Child labor
  • Materialities
  • Mixed motives firms
  • Ethics
  • Transformational entrepreneurship
  • Social ventures
  • Impact investment
  • Leading change
  • Standard setting
  • ESG criteria
  • Work-life balance
KeywordsBrand Building, Chocolate, Corporate Social Responsibility, Differentiation, Entrepreneurial Leadership, Entrepreneurship, Environmental, Social and Governance Ratings, Ethics, Growth Management, Impact, Industrial Transformation, Innovative Business Model, Labor Practices, Marketing, Supply Chain, Supply Chain Integrity, Supply Chain Management, Sustainability
SettingsEurope
Tony’s Chocolonely
2005-2018
TypeField Research
Copyright©2018
LanguageEnglish
Related materialTeaching notes
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Reference: IMD-7-1982

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Reference: IMD-7-1982

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