Competing on social purpose: Brands that win by tying mission to growth

Vilá, O R and Bharadwaj, S (2017) Competing on social purpose: Brands that win by tying mission to growth. Harvard Business Review.

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Consumers increasingly expect brands to have not just functional benefits but a social purpose. As a result, companies are taking social stands in very visible ways. Airbnb used a Super Bowl ad to publicly cement its commitment to diversity. Tecate, based in Mexico, is investing heavily in programs to reduce violence against women, and Vicks, a P&G brand in India, supports child-adoption rights for transgender people. Brands increasingly use social purpose to guide marketing communications, inform product innovation, and steer investments toward social cause programs. And that’s all well and good when it works. But missteps are common, and they can have real consequences.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Bharadwaj, S
Item Type: Article
Uncontrolled Keywords: Social Purpose, Business Strategy
Subjects: Business Innovation
Business Strategy
Depositing User: Veeramani R
Date Deposited: 25 Sep 2017 15:07
Last Modified: 25 Sep 2017 15:07
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