and the Power of a Story - Jennifer Aaker, Victoria Chang

Abstract Text: In 2005, Jessica Jackley and cofounder Matt Flannery had started San Francisco-based Kiva because during a three-month work assignment in East Africa, Jackley had met Ugandan entrepreneurs and wanted to share their inspirational stories with friends and family. Soon thereafter, Flannery and Jackley launched Kiva, the world’s first person-to-person micro-lending website, with a mission to “connect people through lending for poverty alleviation.”

Throughout Kiva’s founding and history, Jackley, the spirit behind the organization, and Flannery, the CEO, stayed true to their original mission of connecting people and providing entrepreneurs with dignity and respect. A desire to tell the authentic stories of these entrepreneurs inspired Kiva’s founding, and this spirit of storytelling pervaded the entire organization, whether through the founder’s story, lender stories, entrepreneur stories, or fellow stories.
Title: and the Power of a Story
Author(s): Jennifer L. Aaker; Victoria Chang
Case No: M325
Publication Year: 2010
Keywords: Internet, marketing strategy, Women, poverty, web technology, Marketing, Nonprofit Organizations, Technology, microfinance, social media
Paper Copy Available: No
Electronic Copy Available: Yes. View the document(PDF).
To view and print the PDF, you'll need Adobe's free Acrobat Reader, downloadable from Adobe's site. Get Acrobat 
If you encounter problems ordering or downloading this document, contact