ESCP Europe

Langue

English

Publication year

2026

This paper investigates how a service ecosystem with strengths-based mechanisms can counteract experiences of vulnerabilities and labor-market exclusion of individuals with mental disorders. Through a case study of For&From, a co-branded social franchise run by Inditex apparel brands and work-integration social enterprises in Spain, we identify five strengths-based mechanisms (a social welfare work logic, empathic recruitment policies, adaptive training, a collaborative culture, and seamless retail integration) that cocreated both habitual (sophisticated shopping experiences, stable revenue for nonprofit partners, enhanced brand reputation, and steady employment) and transformative value (strengthened work capabilities, reduced self-stigma, improved family wellbeing, and challenged societal perceptions). We find that these value outcomes require dual architecture of a service’s back-end tailored to individuals’ capabilities paired with a service’s front-end indistinguishable from mainstream retail.