The case describes how Lemonade, a notable insurance technology (insurtech) startup, created and developed a novel business model with social impact. The case also explains how entrepreneurs leverage their experience, creativity, and more importantly, knowledge from behavioral science to tackle challenges in a century-old industry. For undergraduate or master's students, the instructor can stimulate discussion on how to develop creative business ideas and how to improve the robustness of a novel business with scientific knowledge, especially social sciences such as social psychology. Another fascinating aspect of this case is that Lemonade organically integrates social impact into its core business model without engaging in public relations-like campaigns. For a deeper discussion, the instructor can introduce a few fundamentally debated topics in business schools. For example, can a business be scientifically guided? Simply put: is running a business art or science?

【書誌情報】

ページ数：20ページ

サイズ：A4

商品番号：HBSP-HK1216

発行日：2019/11/22

登録日：2020/4/8