Business has a sustainability problemand sustainability has a business problem, as many companies are fearful of engaging with social and environmental issues, owing to the costs and risks.
Addressing these dual challenges head on, this book provides a blueprint for putting social and environmental benefits at the center of a companys growth agenda. Many sustainability books offer 30,000-foot strategic views and broad-brush guidance on the business of doing well by doing good, but here is a ground-level guide for profitably integrating social and environmental benefits into individual products and brands. The book introduces the rapidly emerging phenomenon of social impact markets and shows how companies can capitalize on these new pockets of consumer demand through focused strategy, data-informed implementation, and a clear eye on the future, including how digital technologies are creating new ways for brands to expand their social impact and make social mission a central element of competitive strategy.
Weaving together rich case studies and practical tools, this research-backed and real-world-ready guide fills a critical niche: a hands-on strategy playbook for the executives charged with driving brands top-line growth, making it essential reading for C-suite leaders, R&D, product, and brand managers, board members, NGOs, as well as MBA and executive education students.
Business has a sustainability problemand sustainability has a business problem, with many companies fearful of engaging with social and environmental issues due to the costs and risks.
Chapter 1: The Rise of Social Impact Markets.
Chapter 2: Understanding
Social Impact.
Chapter 3: Necessity or Distraction.
Chapter 4: Creating a
Social Impact Strategy.
Chapter 5: Define a Societal Need.
Chapter 6:
Selecting the Brand Societal Mission.
Chapter 7: Clarify the Business Logic.
Chapter 8: Communication Practices.
Chapter 9: Assessing the Impact.
Chapter
10: Managing the Risks of Social Impact Work.
Chapter 11: Brands Practicing
Social Activism.
Chapter 12: Leadership Practices.
Chapter 13: Finding Good
Growth the SunTrust Case.
Chapter 14: The Future of Good Growth
Omar Rodrķguez Vilį, PhD, is an award-winning marketing professor at Emory Universitys Goizueta Business School. His research focuses on modern marketing practices and the relationship between social impact and brand growth. He is a frequent speaker at industry conferences and a former global marketing executive at The Coca-Cola Company. Dr. Rodrķguez Vilį earned a PhD in Marketing from Emory University and an MBA from Northwestern University. He lives in Atlanta with his daughters Shanti and Lucca.
Sundar Bharadwaj, PhD, is the Coca-Cola Company Chair Professor of Marketing at the Terry College of Business, University of Georgia. He has held tenured or visiting faculty positions at Emory University, the Wharton School, the Indian School of Business, HEC (Paris), Singapore Management University, and BI (Oslo). His research focuses on financial market outcomes and the societal impact of marketing. He has held brand management and sales management positions at several multinational firms.
