Mattelsa: A Successful Conscious Capitalism Business Model

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CASE STUDY. This is a descriptive-analytical case within a real-world context describing a successful disruptive business model.


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Mattelsa: A Successful Conscious Capitalism Business Model: Abstract

Mattelsa: A Successful Conscious Capitalism Business Model is a case study by Juanita Cajiao and Enrique Ramìrez.

Mattelsa was an urban fashion manufacturer and retailer based in Medellín, Colombia. With a disruptive business model – a warehouse with locked doors, no sign, no shop window, no mannequins, and no traditional advertising – Mattelsa had achieved remarkable results in terms of growth and profitability compared to others in the fashion industry. The company’s purpose (“We are a community devoted to enjoying and respecting life; our hobby is to make the best clothes in the world”) and philosophy (as expressed in the five pillars: food, sports, leisure, socializing, and knowledge) reflected Mattelsa’s commitment to personal well-being and environmental responsibility.

The case shows how Mattelsa’s values, philosophy, and pillars influenced its business decisions and day-to-day activities, while its management practices challenged industry paradigms and best practices. Students will analyze an unconventional business model, evaluating its sustainability and estimating how transferable it would be to other organizations or even industries. The case also enables students to explore the concept of corporate social responsibility, to identify the key elements of conscious capitalism, and to consider the challenges associated with its implementation. Although the company discussed is Colombian, the themes and issues are universal.

Teaching objectives

  • Gain insights into the key success factors of Mattelsa’s innovative business model
  • Analyze the challenges faced by a company striving to remain competitive while staying true to its principles
  • Understand the concept of conscious capitalism and how this model can create benefits for stakeholders while generating profits for the company
  • Reflect on the tensions inherent in implementing a disruptive business model

Main themes covered

  • Innovation
  • Conscious capitalism

Concepts & theories related to the case

  • Innovation
  • Conscious capitalism

Additional information

Teaching notes are available for teachers only. Please contact the HEC Montréal Case Centre.

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