GodEl is a Swedish electricity retailer owned by a non-profit foundation that provides 100% renewable and environmentally certified electricity to its customers. Established in 2005, GodEl has no private profit motive and it donates its revenues to non-governmental organizations. This case shows the role of social enterprises and business model innovation over time, driven by sustainability issues. The case further illustrates practices that lead to changes in the dominant business model of an industry while providing background on the Scandinavian electricity retail market
