Skip to main content
About HEC About HEC
Summer School Summer School
Faculty & Research Faculty & Research
Master’s programs Master’s programs
Bachelor Programs Bachelor Programs
MBA Programs MBA Programs
PhD Program PhD Program
Executive Education Executive Education
HEC Online HEC Online
About HEC
Overview Overview
Who
We Are
Who
We Are
Egalité des chances Egalité des chances
HEC Talents HEC Talents
International International
Campus
Life
Campus
Life
Sustainability Sustainability
Diversity
& Inclusion
Diversity
& Inclusion
Stories Stories
The HEC
Foundation
The HEC
Foundation
Summer School
Youth Programs Youth Programs
Summer programs Summer programs
Online Programs Online Programs
Faculty & Research
Overview Overview
Faculty Directory Faculty Directory
Departments Departments
Centers Centers
Chairs Chairs
Grants Grants
Knowledge@HEC Knowledge@HEC
Master’s programs
Master in
Management
Master in
Management
Master's
Programs
Master's
Programs
Double Degree
Programs
Double Degree
Programs
Bachelor
Programs
Bachelor
Programs
Summer
Programs
Summer
Programs
Exchange
students
Exchange
students
Student
Life
Student
Life
Our
Difference
Our
Difference
Bachelor Programs
Overview Overview
Course content Course content
Admissions Admissions
Fees and Financing Fees and Financing
MBA Programs
MBA MBA
Executive MBA Executive MBA
TRIUM EMBA TRIUM EMBA
PhD Program
Overview Overview
HEC Difference HEC Difference
Program details Program details
Research areas Research areas
HEC Community HEC Community
Placement Placement
Job Market Job Market
Admissions Admissions
Financing Financing
Executive Education
Home Home
About us About us
Management topics Management topics
Open Programs Open Programs
Custom Programs Custom Programs
Events/News Events/News
Contacts Contacts
HEC Online
Overview Overview
Degree Program Degree Program
Executive certificates Executive certificates
MOOCs MOOCs
Summer Programs Summer Programs
Youth programs Youth programs
Instant

Alenvi Case: How a Purposeful Strategy Could Combine Profits and Social Impact

Strategy
Published on:
2 minutes

The case study on Alenvi, by HEC Paris graduate Léa Veiga-Planells and Strategy Professor Laurence Lehmann-Ortega, demonstrates how managerial innovation enables a business model to be reinvented in a mature and non-digitized sector and to assess the role that business purpose can play in shaping company's strategy.

Alenvi team cover

Alenvi: a social startup with a purpose: to humanize and professionalize the in-home elder case sector in France.

Alenvi was founded by HEC graduates Guillaume Desnoës, Thibault de Saint Blancard and Clément Saint Olive in Paris in 2016. The company’s purpose is to humanize and professionalize the in-home elder case sector in France. Alenvi has embarked upon its mission by improving the quality of working environment of the caregivers who have a direct impact on the quality of care of the elderly recipients. 

In France, the elder caregivers’ roles are not valued as reflected by their low wages, lack of vocational training and career advancement. These jobs are staffed with people who are most often not properly trained, underpaid, with a management structure that disempowers and even demotivates them. Alenvi proposes to humanize and professionalize elder-care by emphasizing the role of the caregiver by ensuring a viable salary, continuous on-the-job training as well as autonomy to form self-managed teams. The company also aimed to reduce the cost of care for the elders, especially for those who could not afford to pay full price. 

why this case?

Today, many companies claim that they are ‘purpose driven.’ The quest for purpose can be a fluffy concept based on management ideals to be a force of good to all stakeholders in the company as well as the greater community. However, the reality is different; a reality based on profit maximization principles.

The case analyzes Alenvi, that truly seems to walk-the-purpose-talk. The company’s purpose transpires throughout its entire value chain: from their management model to the way they share profits. The case also analyzes the profit and loss statements of the company and concludes that Alenvi’s purpose is omnipresent in the business model right down to its financial statements. 

 

Alenvi team

Alenvi's team

Through this financial analysis, the concept of purpose has much more gravitas.The company founders said that the importance of their model of caring for the elderly by reconciling the human factor with financial profitability is unwavering. Today, in the elder case sector, the reconciliation between humane care and profitability is critical. 

 

The case study has just been released on the Case Centre platform.

Related content on Strategy

Rodolphe Durand HEC
Rodolphe Durand
Joly Family Professor of Purposeful Leadership
Strategy
Jayda Moore: Can She Rebuild Trust?
Nils Plambeck
Associate Professor
Strategy
Hannah Walt: Is She Trustworthy?
Nils Plambeck
Associate Professor
Case Study
Circular Magic? Carpets Reborn at Desso
Laurence Lehmann-Ortega
Laurence Lehmann-Ortega
Professor (Education Track)
Laurence Lehmann-Ortega
Laurence Lehmann-Ortega
Professor (Education Track)
mosaic of images_thumbnail
Human Resources

How to Handle People’s Data Ethically

By Michael Segalla, Dominique Rouziès

Subscribe button for Knowledhe@HEC newsletter

Newsletter knowledge

A monthly brief in your email box and 3 issues of the book per year.

follow us

Insights @HECParis School of #Management

Follow Us

Support Research

Our articles are produced thanks to our reader's support