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Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect

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Publication details

JournalJournal of Business Ethics
DateAccepted/In press - 15 Jun 2018
DatePublished (current) - 30 Jun 2018
Number of pages24
Original languageEnglish


This paper investigates the difficulties of creating economic, social, and environmental values when operating as a hybrid venture. Drawing on hybrid organizing and sustainable business model research, it explores the implications of alternative forms of business model experimented with by farmer owned, fairtrade social enterprise Cafédirect. Responding to changes and challenges in the market and societal environment, Cafédirect has tried multiple business model innovations to deliver on all three forms of value capture, with differing levels of success. This longitudinal case study, therefore, provides a contribution to our understanding of how business models enact hybrid mission, providing a platform for triple-bottom-line value capture. In doing so, we are able to expand on the normative understandings of integrating hybrid objectives, and the complications of multiple types of value capture.

Bibliographical note

© The Author(s) 2018.

    Research areas

  • Fair trade, Hybridity, hybrid organizing, Social enterprise, Sustainable business models, Governance, Sustainability


  • Launch of The equitable business tool

    Impact: Economic, Environmental, Societal, Third Sector

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