Living Goods - Developing a Sustainable Business Model to Provide Healthcare Services in Uganda|Business Ethics|Case Study|Case Studies

Living Goods - Developing a Sustainable Business Model to Provide Healthcare Services in Uganda

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BECG104 For delivery in electronic format: Rs. 300;
For delivery through Shipping & Handling Charges extra: Rs. 300 +Shipping & Handling Charges extra


Case Length : 13 Pages
Period : 1994-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Living Goods
Industry : Healthcare
Countries : US


The case examines the business model of Living Goods, the US-based non-profit organization. Started by Chris Slaughter, Living Goods' first venture was in Uganda, where it partnered with a microfinance organization BRAC to provide basic healthcare services to the poor, in a sustainable manner. Living Goods selected few women from BRAC's microfinance programs to appoint them as Community Health Promoters (CHPs). They were given small loan from BRAC to procure essential medicines and other products. Living Goods trained and helped CHPs in selling medicines for a small profit. This model addressed several issues like non-availability of healthcare, spurious medicines, high costs of medicines and lost productivity.

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At the same time, it helped CHPs engage in income generating activities. To make the model viable, Living Goods encouraged CHPs to sell other products like soaps, skin lotions, shampoos, etc. Living Goods also distributed fuel efficient stoves, solar lanterns and other innovative products through the CHPs.


Understand the business model of Living Goods.
Evaluate the sustainability of the company's business model.
Examine the advantages and disadvantages of Living Goods' business model and its future potential in Uganda.
Critically analyze if the Living Goods' business model is scalable and replicable in other developing countries.


  Page No.
A Responsibility Pioneer 1
Background Note 2
The Solution 3
Making the Model Work 4
The Benefits 6
Looking Ahead 7
Exhibits 9


Living Goods, Microfinance, Responsibility Pioneers, Sustainability, Triple Bottomline Approach, Direct Marketing Model, Business Model, BRAC, Community Health Promoters, Avon Products, Rural Communities, Health Distribution Systems, Sustainable Distribution Platforms, Non-profit Social Enterprise

A Responsibility Pioneer - Next Page>>


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