Social innovation: An imperative for brands to address systemic social issues

David Blyth

Journal of Brand Strategy, 2017, vol. 6, issue 2, 160-170

Abstract: Social innovation is a sustainable and profitable way for businesses to address systemic challenges or needs in ways that benefit society. In a fast changing and complex competitive environment, businesses that aim to be ‘better for’ society, and not simply ‘better than’ competitors, will hold enduring, long-term advantage. Lessons from developing markets across the African continent suggest that the concept of ‘shared value’ is no longer a choice, but a necessity for business success and social progress.

Keywords: social innovation; transformation; shared value; sustainability; meaning and purpose; operating model; new economies; value chain; brands (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:2:p:160-170

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