GoodGuide

GoodGuide, a high-technology start-up company, founded by University of California Professor at Berkley Dara O'Rourke is at a critical junction. The venture capital funded company has yet to find the business model to monetize a very promising product that provides consumers and manufacturers with information about the sustainability of a product.Learning Objective: This case is used to illustrate the tensions and trade-offs in achieving both economic goals and the social mission of the corporation