Scaling for systemic change: a case study of how Tony’s Chocolonely leverages practices, resources, and strategies in its sustainable sourcing initiative
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2025-06-25
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en
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This thesis explores how Tony’s Chocolonely scales its “Fight for Slave-Free Chocolate”
initiative to achieve systemic change within the cocoa industry. Through a qualitative case
study approach, it analyses the company’s practices, resource allocation, and strategies,
drawing from document analysis to understand its multifaceted approach. The findings reveal
that Tony’s Chocolonely effectively scales its initiative by prioritising strategic partnerships
across the supply chain, fostering direct relationships with cocoa farmers and collaborating
with like-minded organisations. A commitment to transparency and long-term relationships
builds trust and enables sustainable livelihoods for cocoa-growing communities. Relational,
human, technological, and financial resources are utilised to drive innovation and expand
impact. By creating awareness, leading by example, and inspiring others, Tony’s
Chocolonely actively promotes systemic change, challenging exploitative systems and
advocating for a fairer cocoa industry. This thesis provides theoretical implications for
understanding Corporate Social Innovation (CSI) and scaling sustainable sourcing initiatives,
highlighting a mutually beneficial relationship between social impact and economic viability.
Valuable guidance for businesses seeking to create positive social impact while remaining
profitable is offered, contributing to a more sustainable and ethical cocoa sector
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Faculteit der Managementwetenschappen