Abstract

This case tells the story of Bas Fransen, who evolved from a senior executive at Fortune Global 500 companies to founder of EcoMatcher – a socially responsible enterprise planting trees for planet and profit. This story has two particularly interesting themes. This case focuses upon the human side of the story: how a corporate baron overcame the skepticism of his friends and colleagues, giving up his economic perks and social status to find a more meaningful career as a social entrepreneur. Its companion case (EcoMatcher: Beyond the Triple Bottom Line, USTXXX) focuses upon the end result: EcoMatcher as a truly socially responsible enterprise with a profitable and scalable business model.

Learning Objectives

After analyzing the case, students will be able to understand and leverage the following concepts relating to the determinants of entrepreneurial success in specific and visionary leadership in general:

-         Understand why middle-aged entrepreneurs are more likely to succeed.

-         Understand the importance of grit in entrepreneurship.

-         Understand the difference between wealth, power, and status on one hand, and meaningfulness on the other hand.