Challenges of a Sustainable Microenterprise – Case Study of EcoCollab

This case deals with the most critical and urgent requirement of the business world, that is sustainability. While profit motive and shareholder capitalism has been the norm for the past century, new management thinking requires a deep understand of sustainability to remain viable in future. Sustainable infrastructure is a rarely understood concept, by all stakeholders – from professionals to consumers to governments to academicians. Through the example of EcoCollab, the reader is introduced to the overall concept of sustainability and specifically of sustainable infrastructure. The Management issues that are covered are the following: Understanding customer expectations and need. EcoCollab’s offering first required concept selling as there were negligible demand for their service. It was important to also accept the customer need of low cost and provide a solution that met with this need. EcoCollab founders display grit, determination and an ability to follow their dream through. They showed sound understanding of the market and succeeded in building a core and advisory team, that addressed the customers’ needs. This case can be used by Management Students specialising in Human Resources. Students of Strategy and Marketing may also benefit from this case.