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

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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.
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Keywords: brands; meaning and purpose; new economies; operating model; shared value; social innovation; sustainability; transformation; value chain

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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