Profit and purpose in a mission-driven market: the case of sustainology

Learning outcomes At the end of the case discussion, it is expected that the students be capable of: Case overview/synopsis The case study recounts the rise of a global innovative company dedicated to sustainability. Founded in 2020 by the Indian national Ansh Kumar during the COVID-19 pandemic, Sustainology was driven by a vision to protect the environment and promote social justice. Initially headquartered in Dubai, the company quickly stood out for its interdisciplinary approach, offering solutions such as satellite monitoring of carbon sequestration and a tree planting marketplace. As it grew, Sustainology faced the dilemma of balancing its environmental mission with the need for financial viability, especially in third-world countries like India, Tanzania and Papua New Guinea, where local governments became major clients for reforestation projects. At the end of 2024, Ansh faces the critical decision of relocating the company’s headquarters closer to its operations, considering challenges like corruption and underdeveloped infrastructure. Each potential location – Tanzania, Papua New Guinea, Indonesia, Kenya and India – presents unique opportunities and obstacles. The essence of the case study reflects Sustainology’s ongoing quest to remain true to its original goal of sustainability and community empowerment while navigating the complexities of operating in new continents. Complexity academic level This case study is recommended for undergraduate and graduate business students, particularly those enrolled in international business and leadership courses. The case study is ideal for students who want to engage in discussions around the ethical considerations, political risks and decision-making processes of business leaders in high-risk and uncertain situations. Supplementary materials Teaching notes are available for educators only. Subject code CCS 5: International Business.