Mattelsa: A Successful Conscious Capitalism Business Model

Numéro de cas : 9 40 2019 012
Cas publié dans la Revue internationale de cas en gestion, vol. 17, no 4
Date :  2019-12-03
Notes pédagogiques incluses :  Oui
Résumé

Mattelsa was an urban fashion manufacturer and retailer based in Medellín, Colombia. With a disruptive business model – a warehouse with locked doors, no sign, no shop window, no mannequins, and no traditional advertising – Mattelsa had achieved remarkable results in terms of growth and profitability compared to others in the fashion industry. The company’s purpose (“We are a community devoted to enjoying and respecting life; our hobby is to make the best clothes in the world”) and philosophy (as expressed in the five pillars: food, sports, leisure, socializing, and knowledge) reflected Mattelsa’s commitment to personal well-being and environmental responsibility.

The case shows how Mattelsa’s values, philosophy, and pillars influenced its business decisions and day-to-day activities, while its management practices challenged industry paradigms and best practices. Students will analyze an unconventional business model, evaluating its sustainability and estimating how transferable it would be to other organizations or even industries. The case also enables students to explore the concept of corporate social responsibility, to identify the key elements of conscious capitalism, and to consider the challenges associated with its implementation. Although the company discussed is Colombian, the themes and issues are universal.

Objectifs pédagogiques
  • Gain insights into the key success factors of Mattelsa’s innovative business model.
  • Analyze the challenges faced by a company striving to remain competitive while staying true to its principles.
  • Understand the concept of conscious capitalism and how this model can create benefits for stakeholders while generating profits for the company.
  • Reflect on the tensions inherent in implementing a disruptive business model.
Discipline principal :  Management  - Leadership
Discipline secondaire :  Éthique des affaires  - Responsabilité sociale de l'entreprise
Secteurs d'activité :  Commerce de détail, Biens de consommation
Type :  Cas traditionnel (Cas descriptif)
Lieu de l'événement :  Colombia
Année de début de l'événement :  2012
Année de fin de l'événement :  2018
Taille de l'entreprise :  Petite et moyenne entreprise
Concepts et théories en lien avec le cas
  • Innovation
  • Conscious capitalism