The Importance of Marketing for Social Innovation

Bhattacharya Cb ()
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Bhattacharya Cb: European School of Management and Technology

A chapter in Social Innovation, 2013, pp 147-154 from Springer

Abstract: Abstract Nobody can deny that innovation is key to business success and growth. At first glance, one usually thinks about economic success as the sole fruit of innovation. However, innovation driven by the intent to benefit society, also known as social innovation, has recently garnered much attention. Mounting evidence that a company can do well and good at the same time (Bhattacharya et al. Leveraging corporate responsibility: the stakeholder route to maximizing business and social value. Cambridge University Press, Cambridge, 2011) has spurred that development to a great extent.

Keywords: Social Capital; Corporate Responsibility; Social Entrepreneur; Social Innovation; American Market Association (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-36540-9_13

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