Goodgive

: the challenge of managing multiple societal missions in a social hybrid organization

Abstract

This thesis analyses the challenge of social hybrid organizations to manage multiple societal missions, with a particular focus on impact measurement and mission drift. The interrelations of these concepts are examined analyzing the case study of Goodgive, an early-stage hybrid organization that aims to prevent waste from single-use products by providing reusable alternative products, that are produced and in a sustainable and socially responsible way. The thesis addresses the research question of how Goodgive can manage their two societal missions while at the same time reaching financial sustainability. The analysis reveals that both their social and ecological mission pose a threat to their financial sustainability and due to limited resources, complexity in communication and missing strategic alignment, Goodgive is in risk of mission drift. Analyzing which impact they are truly able to achieve in their two missions revealed that impact in their social mission is achieved only indirectly through partnerships, which are resource-consuming and complex to manage, while the impact regarding sustainability is immediate and to a large extent emerging from the purpose of the product itself. Thus, prioritizing the ecological mission over their social mission for now is the recommended way for Goodgive to allocate their resources more focused, to simplify and sharpen their communication to stakeholders and to pursue a consistent strategy to achieve financial sustainability. The findings contribute to a better understanding of complex hybrid organizations with multiple societal missions and propose solutions to prioritize missions in early-stage organizations or in the business model designing phase.

Date of Award	21 Oct 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Tommaso Ramus (Supervisor)