Skip to main content
About HEC About HEC Faculty & Research Faculty & Research Master’s programs Master’s programs MBA Programs MBA Programs PhD Program PhD Program Executive Education Executive Education Summer School Summer School 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
Sustainability Sustainability Diversity
& Inclusion Diversity
& Inclusion
Stories Stories The HEC
Foundation The HEC
Coronavirus Coronavirus
Faculty & Research Overview Overview Faculty Directory Faculty Directory Departments Departments Centers Centers Chairs Chairs Knowledge Knowledge Master’s programs Master in
Management Master in
Master in
International Finance Master in
International Finance
& Masters MS
& Masters
Ecole Polytechnique
-HEC programs Ecole Polytechnique
-HEC programs
programs Dual-Degree
students Exchange
Certificates Certificates Student
Life Student
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 Executive Masters Executive Masters Executive Certificates Executive Certificates Executive short programs Executive short programs Online Online Companies Companies Executive MBA Executive MBA Infinity Pass Infinity Pass Summer School Youth Programs Youth Programs Summer programs Summer programs HEC Online Overview Overview Degree Program Degree Program Executive certificates Executive certificates MOOCs MOOCs Summer Programs Summer Programs


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

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

shaking hands - knowledge thumbnail

Generalists vs. Specialists Impact on Firm Performance: The Case of CEOs and Acquisitions

By Denisa Mindruta

Oil infrastructure offshore (Photo Credits: Suksan on Adobe Stock)


CSR Priorities: Why Companies Benefit From Unique Choices

By Leandro Nardi

Photo Credits: Metamorworks on Adobe Stock


Social Media Moderation: Is it Profitable to Fight Fake News?

By Olivier Chatain


How Gender Diversity at Law Firms is Driven By Competition for Business

By John Mawdsley, Rodolphe Durand

Social Innovation
Addressing the "S" Demands of ESG - Editorial
Eloic Peyrache - HEC
Eloïc Peyrache
Professor, Dean
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