Maggie's Ethical Auto Repair

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Do curso por University of Virginia

Novos Modelos de Negócios na Sociedade

552 classificações

University of Virginia

Novos Modelos de Negócios na Sociedade

552 classificações

Neste curso discutiremos o surgimento de uma nova história sobre negócios. Essa nova história localiza os negócios dentro de uma estrutura social. Quase todas as empresas criam ou destroem valores para os 'stakeholders' - clientes, fornecedores, empregados, comunidades e sociedade, além dos acionistas e outros financiadores. Uma série de novos modelos de negócios pode ser construída a partir dessa ideia, tais como responsabilidade corporativa, filantropia, valor compartilhado e sustentabilidade. Os lucros e os valores criados para os 'stakeholders' andam juntos, e este curso explica como. A sessão final explora a ideia de como se tornar um empreendedor integrado aos 'stakeholders' e criar um negócio que gere dinheiro e faça do mundo um lugar melhor.

Na lição

Becoming a Stakeholder Entrepreneur

We close the course by learning how to become a stakeholder entrepreneur by discussing specific examples. This module concludes with an opportunity for what your next steps might be as a stakeholder entrepreneur.

Social Entrepreneurship to Stakeholder Entrepreneurship 6:01

Husk Power 2:01

Maggie's Ethical Auto Repair 5:28

Red Goat Records and Passion 4:41

Can One Person Make a Difference? 5:54

Summary and Next Steps 3:41

Conheça os instrutores

R. Edward Freeman
University Professor; Elis and Signe Olsson Professor of Business Administration
Darden School of Business

I want to make this personal for you. As personal as, as we can in video.

I want you to think about some personal points of

pain, some bumps in the road for your daily lives.

I'll give you some examples.

Some of the ones, some of my students here at the University of Virginia have

suggested our you know, where can I get cheap, fast but healthy food.

How can I resell my furniture when I'm leaving school?

How can I minimize the time I have to spend

when I'm planning a major life event like a wedding.

And someone even said, well, gee, how can I end relationships

in a way that's not so painful as breakups often are?

Each of these personal pain points contain the seeds of business ideas.

When we take an approach to business like

the one we've discussed for the past several weeks.

Yes, you have to make money and you have to create value for someone.

I'm going to take a personal example of a pain

point for me and that's getting my car repaired.

I don't know about you.

Have you ever felt that you were ripped off

when you got your car or your motor bike repaired?

I don't know about where you live in the US.

Sometimes car repair business has a reputation for not

very ethical behavior. And I'm not very good at it.

I was the guy in school who couldn't take an engine apart and put it back together.

I think most guys are supposed to be able to do that but I couldn't.

And so, getting my car repaired has always

been one of those things where I was afraid

I was going to get ripped off and not, not know what I was doing.

So let's suppose you wanted to take

advantage of that reputation of unethical behavior.

And suppose you wanted to start a business that clean that up.

You want to make the world a better place and,

of course, you gotta make, make some money as well.

So let's start a business, let's call it Maggie's Auto Repair.

How would you think about that, where Maggie's Auto

Repair is going to be an ethical, responsible car repair business?

So let's go back to what we've talked about.

Let's start with purpose.

Well, what about something like what we're trying to do with Maggie's Auto

Repair, is take the fear and unethical behavior out of the car repair business.

I'm afraid to get it repaired.

I'm afraid

I"m going to get ripped off. Let's take that out.

Or maybe our purpose is provide trustworthy car repair for our town.

The scope is different in both of these businesses.

but both turn out to be viable.

So, let's think about stakeholders, our purpose, let's think about stakeholders.

In the first model, you might want to find a way to provide a service to

existing car repair businesses, who want some kind of stamp of

assurance, the Maggie stamp of assurance, that they meet ethical guidelines.

That leads you down a path of figuring out what would be important?

How

[INAUDIBLE]

important are issues like, a return service, no questions asked?

Or, transparency about where parts might come from.

Or pricing transparency. Why does labor cost really this much?

Or maybe it's about recycling of materials.

What happens to the old parts?

Maybe it's about environmental cleanup. What happens when you get the oil changed?

How does that process work? You can imagine coming up with something

like a score card that would rate car repair services on these

criteria. And that would be one way to take this

idea of taking the fear and the unethical behavior out of car repair

[INAUDIBLE]

services.

A second model might focus more on the geography of where you live, of building

a brand of car repair that becomes known for its good business practices.

You would have to treat customers transparently

and fairly, be good citizens in the community,

and do all of the kinds of things we've talked about in this course, so far,

to create value for stakeholders. This is really a simple idea.

But you take a point of pain in your life and you think

about how can I create a business that would make this go away.

There are multiple ways to do it.

Maggie's Auto Repair could be an international, could

become an international stamp that cleaned up the

[INAUDIBLE],

the industry.

Or, you can be one garage that build its own reputation.

So here's what I want you to do.

I want you to think about some pain points

that may contain the possibility of new business ideas.

You should feel free to share them on

the discussion forums, but also understand that when

you share them on the

discussion forums your

ideas become public.

[BLANK_AUDIO].

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