Good Growth

Business has a sustainability problem-and sustainability has a business problem, with many companies fearful of engaging with social and environmental issues due to the costs and risks.

Autorentext

Omar Rodríguez Vilá, PhD, is an award-winning marketing professor at Emory University's 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. Rodríguez Vilá 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.

Inhalt

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"