Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : SEP0016

Year : 2009

Industry : Manufacturing

Region : Ghana

Teaching Note: Available

Structured Assignment : Available

Abstract: This case study provides insights about the emerging set of entrepreneurs called ecopreneurs who aim at addressing environmental issues that are hitherto ignored by most of the big companies. Wellington Baiden (Baiden) is one such example of an ecopreneur who is striving to strike a balance between environment and economics. The business model he adopted not only provides employment and income generating opportunities to the village communities in a developing nation like Ghana, but also preserves ecology. Baiden, with his unique business model and good business practices making a point that profit can be earned by being good and encouraging people to plant more trees. His company, Portal Ltd., undertakes social forestry programmes and sensitises people about the significance of forest conservation and its benefits.

Baiden, through his sustainable objectives, is making efforts to prove that Africa has many viable investment opportunities besides oil and gold. Although he has been able to win the faith of the local people and village chiefs with his business, Baiden has to prove to his investors that he can convert his leafy assets into cash. Yet, the challenge lies in proving that large-scale plantation programmes would provide enough income to the villagers to contain cutting down trees and make this venture successful.