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The Carrot Rewards Wellness App: Innovating in the Behavior Change Market

Welcome to the Carrot Rewards case site. Click here to access an inspection copy of the case.

Case summary

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases. Andreas is now looking to impact non-commercial habits like walking more, eating less, as well as education. The health and wellness market is growing but hyper competitive, with more than 150,000 apps available on Google Play or on the App Store. B2B or B2C? Fitness, nutrition or mindfulness? Fee, freemium or free? Stand-alone or in collaboration? These are the key questions students must address to help Andreas and his team achieve their goal - and make a profit.

Andreas Souvaliotis, CEO of Carrot Insights

Teaching objectives

This decision-oriented case examines the health and wellness market and, more generally, the theme of behaviour modification. Thanks to close collaboration with Carrot Insight’s team, details about what they did and why, and their future plans, are provided through video interviews (available on the case microsite and in the teaching note).

Additional resources for students

  • Kangovi, S. and D. A. Asch (2018), "Why Wellness Programs Don't Work so Well" (Podcast and transcript).
  • Wood, Wendy and David T Neal (2016), "Healthy through habit: Interventions for initiating & maintaining health behavior change," Behavioral Science & Policy, 2 (1), 71-83. Access here.
  • Marteau, Theresa M, Richard E Ashcroft, and Adam Oliver (2009), "Using financial incentives to achieve healthy behaviour," BMJ, 338. Access here
  • Brodesser-Akner, Taffy (2017), "Losing It in the Anti-Dieting Age," The New York Times Magazine, August 6 (MM36). Access here.