This document discusses the challenges facing Latin American Benefit Corporations (B Corps). It identifies 8 key sustainability challenges for Latin American B Corps in 2015: 1) effectively communicating their purpose and value to broader markets, 2) fostering dialogue within public policy circles, 3) measuring achievement of goals, 4) contributing to the creation of a B market, 5) stimulating greater investment, 6) generating stronger partnerships, 7) maintaining culture and values during growth, and 8) increasing social/environmental impact without necessarily scaling economically. The document provides context and perspectives on each of these challenges from B Corp representatives in Latin America.
The document summarizes the situation facing Profamilia, a non-profit organization in Colombia that provides sexual and reproductive health services. It is facing threats to its survival due to the withdrawal of international donations and changes in how health services are financed. The document recommends that Profamilia develop a balanced scorecard to help define objectives and strategies. Key recommendations include increasing revenues through new services and products, improving efficiency, strengthening relationships with local communities, and creating an objective-oriented culture among employees. The balanced scorecard would help align initiatives under financial, customer, internal business, and learning & growth perspectives.
Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
This document introduces the Radley Yeldar Fit for Purpose Index, which assesses the top 100 companies from the FT 500 and Eurofirst 100 on how well they put their stated corporate purpose into practice. It describes the methodology used to evaluate over 170 companies on four criteria: purpose and story, communications, behavior, and performance. Companies are given an overall score based on these criteria as well as connectivity of purpose across areas. The document explains the criteria in detail and introduces the index and rankings that identify the companies best demonstrating purposeful business practices.
How to formulate A vision and mission statement as well as business objective...Lucky Ugboko (FCA, ACIT)
This document discusses how to formulate a vision statement, mission statement, and business objectives for a social enterprise. It provides guidance on developing each component, including examples for a hypothetical social enterprise called Hercules Enterprise. A vision statement paints a picture of the social enterprise's direction and future goals. A mission statement describes the central purpose, target population, and strategic approach. It is developed using five steps: client statement, problem statement, statement of purpose, business statement, and value statement. Together, a clear vision, mission, and objectives provide direction and priorities for balancing social and financial objectives in a sustainable way.
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.
This document discusses applying Kotter's 8-step model of change management to marketing products from Corporate Social Responsibility (CSR) programs of Community Based Organizations (CBOs). It outlines the objectives to study factors affecting CSR marketing, use change concepts, and integrate Kotter's model from corporate and CBO perspectives. The methodology is conceptual research. Each step of Kotter's model is analyzed for how it could impact corporates and CBOs. The findings note divergent views between profit-focused corporates and people-focused CBOs require mindset change. Recommendations include using Kotter's structured framework and adopting common terminology to make CSR programs sustainable.
Relationship marketing and financial viability of NonGovernmental Organizatio...inventionjournals
This study is part of an on-going PhD dissertation from University of Nairobi.The purpose of this study was to examine the effect of relationship marketing on financial viability of NGO. The study was informed by realization that not for profit organizations do not appreciate the role of marketing in their activities yet one of their greatest challenges is attracting funding to run their affairs. Data was collected from NGOs operating in Nairobi City County in Kenya. The study revealed that relationship marketing has positive linear relationship with financial viability of NGOs. NGOs managers should develop relationship with a variety of stakeholders of their organizations for smooth running of their affairs. The study recommends training of NGOs managers on roles of relationship marketing within their organizations with the aim of changing culture. This would make them treat their clients and donors as partners which will result in not only attaining financial viability but improved overall performance
The document discusses the concept of a "citizen brand" which focuses on understanding and addressing social concerns rather than just treating stakeholders well. It argues that in today's "butterfly economy" with empowered and values-driven consumers, ethical and responsible behavior is essential to building trust and reputation. To be a citizen brand, a company must make social issues and local communities a central part of its strategy and be fully transparent in its operations. This model of proactive social engagement can increase business success by generating loyalty and goodwill.
The document summarizes the situation facing Profamilia, a non-profit organization in Colombia that provides sexual and reproductive health services. It is facing threats to its survival due to the withdrawal of international donations and changes in how health services are financed. The document recommends that Profamilia develop a balanced scorecard to help define objectives and strategies. Key recommendations include increasing revenues through new services and products, improving efficiency, strengthening relationships with local communities, and creating an objective-oriented culture among employees. The balanced scorecard would help align initiatives under financial, customer, internal business, and learning & growth perspectives.
Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
This document introduces the Radley Yeldar Fit for Purpose Index, which assesses the top 100 companies from the FT 500 and Eurofirst 100 on how well they put their stated corporate purpose into practice. It describes the methodology used to evaluate over 170 companies on four criteria: purpose and story, communications, behavior, and performance. Companies are given an overall score based on these criteria as well as connectivity of purpose across areas. The document explains the criteria in detail and introduces the index and rankings that identify the companies best demonstrating purposeful business practices.
How to formulate A vision and mission statement as well as business objective...Lucky Ugboko (FCA, ACIT)
This document discusses how to formulate a vision statement, mission statement, and business objectives for a social enterprise. It provides guidance on developing each component, including examples for a hypothetical social enterprise called Hercules Enterprise. A vision statement paints a picture of the social enterprise's direction and future goals. A mission statement describes the central purpose, target population, and strategic approach. It is developed using five steps: client statement, problem statement, statement of purpose, business statement, and value statement. Together, a clear vision, mission, and objectives provide direction and priorities for balancing social and financial objectives in a sustainable way.
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.
This document discusses applying Kotter's 8-step model of change management to marketing products from Corporate Social Responsibility (CSR) programs of Community Based Organizations (CBOs). It outlines the objectives to study factors affecting CSR marketing, use change concepts, and integrate Kotter's model from corporate and CBO perspectives. The methodology is conceptual research. Each step of Kotter's model is analyzed for how it could impact corporates and CBOs. The findings note divergent views between profit-focused corporates and people-focused CBOs require mindset change. Recommendations include using Kotter's structured framework and adopting common terminology to make CSR programs sustainable.
Relationship marketing and financial viability of NonGovernmental Organizatio...inventionjournals
This study is part of an on-going PhD dissertation from University of Nairobi.The purpose of this study was to examine the effect of relationship marketing on financial viability of NGO. The study was informed by realization that not for profit organizations do not appreciate the role of marketing in their activities yet one of their greatest challenges is attracting funding to run their affairs. Data was collected from NGOs operating in Nairobi City County in Kenya. The study revealed that relationship marketing has positive linear relationship with financial viability of NGOs. NGOs managers should develop relationship with a variety of stakeholders of their organizations for smooth running of their affairs. The study recommends training of NGOs managers on roles of relationship marketing within their organizations with the aim of changing culture. This would make them treat their clients and donors as partners which will result in not only attaining financial viability but improved overall performance
The document discusses the concept of a "citizen brand" which focuses on understanding and addressing social concerns rather than just treating stakeholders well. It argues that in today's "butterfly economy" with empowered and values-driven consumers, ethical and responsible behavior is essential to building trust and reputation. To be a citizen brand, a company must make social issues and local communities a central part of its strategy and be fully transparent in its operations. This model of proactive social engagement can increase business success by generating loyalty and goodwill.
Nuxeo in 2011: A year in review and a preview of what's next!Nuxeo
Nuxeo CEO, Eric Barroca, delivers the opening keynote of Nuxeo World 2011 taking a look at the past year and providing a glimpse of what's to come for 2012.
Henry Ford invented the first affordable automobile in the United States in the late 19th century. He was born in 1863 and invented the Model T, the first affordable car, in 1908. The original price for the Model T was around $825 but Ford was able to bring the price down to $575 within a few years, transforming automobiles from a luxury good to a mainstay of American society. Ford's innovations in assembly line manufacturing allowed for mass production and further reduced the cost of automobiles, making them accessible to the average American family for the first time.
This document provides descriptions of several potential job opportunities, including:
1) A clinical psychologist position at Malmstrom Air Force Base providing counseling to military members with a PhD in clinical psychology and one year of residency plus work experience required.
2) A position as a clinical child psychologist for a school district and foundation requiring a PhD/PsD and 2 years experience including internships.
3) A temporary clinical psychologist role for a healthcare company requiring a clinical psychology license and doctorate.
4) Several writing and editing roles are also listed, such as an online blogger, website content writer, creative writer for retail blogs, and video editor positions with various education and experience requirements.
Amanda Green is seeking a position that utilizes her organizational and interpersonal skills. She has experience in customer service roles at Adecco/Ditech Financial, Walgreens, Langley Federal Credit Union, Payless, and Dollar Tree. She has a graphic design background and earned some credits from Full Sail University. Green graduated from Gloucester High School where she was involved in NJROTC, earning various ribbons, medals, certificates, and a plaque. She has strong customer service, communication, and learning abilities.
How to use the google apps: My Drive, Google Docs and Google SheetsGrace Sangil
This document provides information about Google Docs and Google Sheets. It includes links to help pages on the Google support site that explain how to get started with Google Docs and how to use basic functions in Google Sheets like entering data and formatting cells.
Presentación de apoyo a la participación en la mesa número 1 del evento Uruguay educa: un portal en movimiento, realizado el día 25 de noviembre de 2016 en Montevideo
Hangzhou is a beautiful and historic city located on China's southeast coast with 8.9 million residents. It has a vibrant economy focused on new industries and is working to realize its residents' dreams. Hangzhou has two UNESCO World Heritage Sites - West Lake Cultural Landscape and the Grand Canal. It aims to be an open, happy, and sustainable city through green initiatives and smart technology while drawing on its cultural traditions.
1) The document summarizes the key findings of a report on the state of social business in 2016. It finds that social media teams are shifting their focus from innovators to integrators to improve customer experience across different business functions.
2) Specifically, the summary discusses how social media has evolved from a platform focused on media and branding to one centered around customer engagement. It also notes that social teams now serve as connectors between existing centers of excellence like e-commerce, advertising, and customer service.
3) Another key finding is that customer experience has surpassed brand health as the top business objective for social media for the first time, reflecting the continued priority on customer centricity.
The document discusses sustainability frameworks and certifications that companies can adopt. It analyzes the United Nations Global Compact, Dow Jones Sustainability Index, B Corp, and Future-Fit Business Benchmark frameworks. It finds that B Corp receives the most social media and news mentions, while DJSI is best for large multinationals. Small to mid-size companies are more suited for B Corp due to its community focus, while Future Fit provides in-depth goals for high impact. Each framework takes a different approach to measuring sustainability topics like water use.
A new CMO role: leveraging an organization’s purpose for strategic advantageTata Consultancy Services
Sales & marketing has seen a digital transformation & solving customer issues has become vital. These shifts will now reshape the jobs of CMOs, CEOs, & CFOs.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
Cause related marketing is an effective strategy for companies to differentiate themselves, improve their image, and increase sales and customer loyalty. When companies support worthwhile causes that are related to their business or values, most consumers will switch brands or have a more positive opinion of that company. Surveys show over 80% of consumers are influenced by a company's support of charitable causes and will choose brands associated with causes. By partnering with nonprofits, companies can connect with target markets and attract new customers who support the same causes. Cause marketing has been shown to increase sales, visibility, employee loyalty and create a positive brand image when implemented authentically in alignment with a company's values.
Cause related marketing is an effective strategy for companies to differentiate themselves, improve their image, and increase sales and customer loyalty. When companies support worthwhile causes that are related to their business or values, most consumers will switch brands or have a more positive opinion of that company. Surveys show over 80% of consumers are influenced by a company's support of charitable causes and will choose brands associated with causes. Partnering with nonprofit organizations allows companies to connect with specific markets and attract new customers. Done right, cause branding benefits both businesses and the social causes they support.
The document discusses Deloitte's 2021 Global Marketing Trends report which analyzes how businesses and consumers responded to the COVID-19 pandemic. It conducted surveys of over 2,400 consumers and 400 business executives. The surveys found that executives prioritized efficiency over human-centric goals like customer engagement in response to the pandemic's uncertainty. However, consumers expected brands to help meet their needs and those that did so saw increased loyalty and business. The report identifies seven marketing trends for businesses to focus on purpose, agility, human experience, trust, participation, fusion and talent to better respond to evolving customer needs during turbulent times.
Sustainable Brands, Eight Sustainability Platform, and other partners have joined together to launch the Framework for Action project, which is the first of its kind to explore the cutting-edge issues of sustainable consumer behavior change exclusively for the Brazilian market. The framework is a guide for marketing, communication, R&D and sustainability professionals, particularly at B2C companies, looking to promote environmentally and socially positive behavior through behavior change.
This document discusses how companies can use corporate social responsibility (CSR) programs and partnerships with non-governmental organizations (NGOs) and community-based organizations (CBOs) for marketing purposes. Traditional marketing approaches lack social consciousness and understanding of rural communities. However, CSR programs that produce goods and services, when marketed through NGOs and CBOs who understand local needs, can help companies understand rural markets better and fine-tune their strategies. This "piggyback marketing" also helps companies build their brand by appearing socially responsible. The success of these partnerships requires an open mindset from both companies and organizations and adopting common terminology for CSR program marketing.
- Social media marketing has grown in popularity and importance, with an estimated 76,000 professionals globally.
- Successful social media teams have centralized strategy/planning, direction tied to business goals, and dedicated tactical execution.
- Demonstrating the value of social programs through ROI measurement is the top challenge for 60% of social marketers.
Nuxeo in 2011: A year in review and a preview of what's next!Nuxeo
Nuxeo CEO, Eric Barroca, delivers the opening keynote of Nuxeo World 2011 taking a look at the past year and providing a glimpse of what's to come for 2012.
Henry Ford invented the first affordable automobile in the United States in the late 19th century. He was born in 1863 and invented the Model T, the first affordable car, in 1908. The original price for the Model T was around $825 but Ford was able to bring the price down to $575 within a few years, transforming automobiles from a luxury good to a mainstay of American society. Ford's innovations in assembly line manufacturing allowed for mass production and further reduced the cost of automobiles, making them accessible to the average American family for the first time.
This document provides descriptions of several potential job opportunities, including:
1) A clinical psychologist position at Malmstrom Air Force Base providing counseling to military members with a PhD in clinical psychology and one year of residency plus work experience required.
2) A position as a clinical child psychologist for a school district and foundation requiring a PhD/PsD and 2 years experience including internships.
3) A temporary clinical psychologist role for a healthcare company requiring a clinical psychology license and doctorate.
4) Several writing and editing roles are also listed, such as an online blogger, website content writer, creative writer for retail blogs, and video editor positions with various education and experience requirements.
Amanda Green is seeking a position that utilizes her organizational and interpersonal skills. She has experience in customer service roles at Adecco/Ditech Financial, Walgreens, Langley Federal Credit Union, Payless, and Dollar Tree. She has a graphic design background and earned some credits from Full Sail University. Green graduated from Gloucester High School where she was involved in NJROTC, earning various ribbons, medals, certificates, and a plaque. She has strong customer service, communication, and learning abilities.
How to use the google apps: My Drive, Google Docs and Google SheetsGrace Sangil
This document provides information about Google Docs and Google Sheets. It includes links to help pages on the Google support site that explain how to get started with Google Docs and how to use basic functions in Google Sheets like entering data and formatting cells.
Presentación de apoyo a la participación en la mesa número 1 del evento Uruguay educa: un portal en movimiento, realizado el día 25 de noviembre de 2016 en Montevideo
Hangzhou is a beautiful and historic city located on China's southeast coast with 8.9 million residents. It has a vibrant economy focused on new industries and is working to realize its residents' dreams. Hangzhou has two UNESCO World Heritage Sites - West Lake Cultural Landscape and the Grand Canal. It aims to be an open, happy, and sustainable city through green initiatives and smart technology while drawing on its cultural traditions.
1) The document summarizes the key findings of a report on the state of social business in 2016. It finds that social media teams are shifting their focus from innovators to integrators to improve customer experience across different business functions.
2) Specifically, the summary discusses how social media has evolved from a platform focused on media and branding to one centered around customer engagement. It also notes that social teams now serve as connectors between existing centers of excellence like e-commerce, advertising, and customer service.
3) Another key finding is that customer experience has surpassed brand health as the top business objective for social media for the first time, reflecting the continued priority on customer centricity.
The document discusses sustainability frameworks and certifications that companies can adopt. It analyzes the United Nations Global Compact, Dow Jones Sustainability Index, B Corp, and Future-Fit Business Benchmark frameworks. It finds that B Corp receives the most social media and news mentions, while DJSI is best for large multinationals. Small to mid-size companies are more suited for B Corp due to its community focus, while Future Fit provides in-depth goals for high impact. Each framework takes a different approach to measuring sustainability topics like water use.
A new CMO role: leveraging an organization’s purpose for strategic advantageTata Consultancy Services
Sales & marketing has seen a digital transformation & solving customer issues has become vital. These shifts will now reshape the jobs of CMOs, CEOs, & CFOs.
Week Six Lecture Welcome to the world of public relations!.docxalanfhall8953
Week Six Lecture
Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive.
Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
Cause related marketing is an effective strategy for companies to differentiate themselves, improve their image, and increase sales and customer loyalty. When companies support worthwhile causes that are related to their business or values, most consumers will switch brands or have a more positive opinion of that company. Surveys show over 80% of consumers are influenced by a company's support of charitable causes and will choose brands associated with causes. By partnering with nonprofits, companies can connect with target markets and attract new customers who support the same causes. Cause marketing has been shown to increase sales, visibility, employee loyalty and create a positive brand image when implemented authentically in alignment with a company's values.
Cause related marketing is an effective strategy for companies to differentiate themselves, improve their image, and increase sales and customer loyalty. When companies support worthwhile causes that are related to their business or values, most consumers will switch brands or have a more positive opinion of that company. Surveys show over 80% of consumers are influenced by a company's support of charitable causes and will choose brands associated with causes. Partnering with nonprofit organizations allows companies to connect with specific markets and attract new customers. Done right, cause branding benefits both businesses and the social causes they support.
The document discusses Deloitte's 2021 Global Marketing Trends report which analyzes how businesses and consumers responded to the COVID-19 pandemic. It conducted surveys of over 2,400 consumers and 400 business executives. The surveys found that executives prioritized efficiency over human-centric goals like customer engagement in response to the pandemic's uncertainty. However, consumers expected brands to help meet their needs and those that did so saw increased loyalty and business. The report identifies seven marketing trends for businesses to focus on purpose, agility, human experience, trust, participation, fusion and talent to better respond to evolving customer needs during turbulent times.
Sustainable Brands, Eight Sustainability Platform, and other partners have joined together to launch the Framework for Action project, which is the first of its kind to explore the cutting-edge issues of sustainable consumer behavior change exclusively for the Brazilian market. The framework is a guide for marketing, communication, R&D and sustainability professionals, particularly at B2C companies, looking to promote environmentally and socially positive behavior through behavior change.
This document discusses how companies can use corporate social responsibility (CSR) programs and partnerships with non-governmental organizations (NGOs) and community-based organizations (CBOs) for marketing purposes. Traditional marketing approaches lack social consciousness and understanding of rural communities. However, CSR programs that produce goods and services, when marketed through NGOs and CBOs who understand local needs, can help companies understand rural markets better and fine-tune their strategies. This "piggyback marketing" also helps companies build their brand by appearing socially responsible. The success of these partnerships requires an open mindset from both companies and organizations and adopting common terminology for CSR program marketing.
- Social media marketing has grown in popularity and importance, with an estimated 76,000 professionals globally.
- Successful social media teams have centralized strategy/planning, direction tied to business goals, and dedicated tactical execution.
- Demonstrating the value of social programs through ROI measurement is the top challenge for 60% of social marketers.
The document discusses 20 marketing trends for 2022. Some of the key trends include:
1. Consumer values and expectations have shifted drastically due to the COVID pandemic, requiring brands to strategize and create new strategies to meet these changes.
2. Marketers must focus on building their first-party data strategies and personalizing experiences as third-party cookies are being phased out.
3. Research is becoming more democratized, with insights being generated through collaboration across organizations rather than isolated reports.
4. Testing and optimization are becoming ingrained in marketing organizations through increased investment in testing technology and dedicated teams.
NTHEMIND OF GREATCOMPANIESBy Scott BlanchardThe.docxhenrymartin15260
NTHE
MIND OF GREAT
COMPANIES?
By Scott Blanchard
T
he old saying, "money isn't
everything," rings hollow in
today's business world.
where rninute-by-minute
stock quotes scroll across
our computer monitors, and
careers are won or lost based
on Wall Street's analysis of a
company's perforniance. Throw in giob-
al competition, outdated products and
services, increased costs, corporate silos
and other business challenges, and it's
no wonder that tnatiy of today's compa-
nies focus solely on their bottom line,
ofteti at the expense of customer service
and employee satisfaction.
It need not be this way. Great compa
nies focus on more than one bottom
line when gauging their perforniance.
Ttiey choose to be not only the invest-
ment of choice, but also the provider of
choice for their products or services, as
well as the employer of choice for work-
ers in their industry. By looking beyond
immediate, short term results and focus-
ing on strategies to make their compa-
nies successful for the long-term, they
recognize challenges sooner, identify
solutions more quickly and deliver re-
sults ahead of their competitors. In short,
they learn to lead at a higher level.
A clear warning sign that your busi-
ness is trapped in a short-term mindset
is the presence of an "either/or" philoso-
phy. Managers either believe they can
achieve profitability or they can develop
a great workplace, but not both. These
leaders don't always take morale and job
satisfaction into consideration. Their
focus is only their financial bottom line.
From there, it's a short leap to the false
notion tlrat making money is the sole
reason to be in business.
A NEW APPROACH
Contrary to the either/or philosophy,
leading at a higher level requires man-
agers to embrace a "both/and" approach.
In great companies, the development of
people is of equal importance to finan-
cial performance. As a result, the focus
is on long-term results and human satis-
faction. Accordingly, great companies
begin by both creating and nurturing a
vision of the future, and then measuring
progress against that vision.
There are three questions to ask,
which represent the main components
of a corporate vision. By focusing on
these questions, companies are more
likely to ensure they don't lose sight of
their path to success. They are:
• What business are you in? This will
help you identify your company's signif-
icant purpose.
• What will the future look like if you
are successful?
• What guides your behavior and deci-
sions on a daily basis? This will help
you identify clear values.
Great companies keep al! three of
these ideas clearly in mind and make
necessary course corrections when they
realize they are off track.
The next step is to create a corporate
culture that both reflects and reinforces
the corporate vision. The culture con-
sists of the values, attitudes, beliefs,
behaviors and practices of the organiza-
tion's members. Culture is an organiza-
tion's personality, and it can help or hin-
.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
W2O Group Function Optimization 2014 reportW2O Group
Over the course of our existence, W2O Group has been working with global organizations, specifically Chief Communications Officers (CCOs), to better organize, structure and fully develop corporate communications as a function, a system, and a set of capabilities to better align with strategic priorities. The report is a compilation of lessons learned, insights gleaned and recommendations for companies of all sizes.
The document discusses partnership marketing as a new approach for nonprofits to raise money. It outlines how cause marketing allows corporate and nonprofit partners to mutually benefit by combining their strengths. Successful partnerships are strategic and have aligned missions, creating value for both partners through philanthropic initiatives and business benefits.
The document provides a summary of key findings from a survey of 469 social media marketers. Some of the main findings include:
1) While marketers want to drive customer engagement and revenue, only 47% measure their social media efforts and many are still focused on growing followers rather than integration or ROI.
2) The top challenges for marketers are measuring ROI and managing social presence.
3) Only 16% currently use social CRM but it is growing, especially among larger budgets, as a way to better understand customers from social data.
4) Most marketers still rely on Facebook, Twitter, and LinkedIn but some are expanding to other channels like Pinterest or creating multiple profiles to
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
How a Breakthrough Product Portfolio Assessment is Changing Business Strategy...Sustainable Brands
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- BASF categorized all of its products into four categories based on their sustainability contributions. It aims to increase the percentage of "Accelerator" products that substantially contribute to sustainability.
- The assessment analyzed 60,000+ product applications representing €66.3 billion in sales. It found that 23% were Accelerators that outgrow markets with higher margins. Over 60% of BASF's R&D pipeline are Accelerators.
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Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
1) The document summarizes a report by Wolff Olins investigating how leadership practices are changing to adapt to employees who are independent and individualistic.
2) It discusses tensions leaders face in creating an "uncorporation" culture that liberates employees while still meeting corporate goals. It also outlines shifts in leadership approaches over time from command-and-control to more distributed and purpose-driven models.
3) Key leadership approaches highlighted include acting as a "Designer in Chief" who focuses on culture rather than outputs, distributed leadership that trusts employees, and providing a "rough sense of purpose" rather than rigid ideologies.
New Tactics in Contextual Promotion of Healthy LifestylesSustainable Brands
Disney has had a longstanding commitment to promoting healthy lifestyles since 2006. This includes establishing nutritional guidelines for food and beverages, implementing promotional guidelines, and partnering with organizations like Change4Life. Disney aims to make healthy living fun and accessible for families through storytelling, experiences like Run Disney races, and partnerships with advocates, retailers, and chefs. Research shows that healthy living is universally important to parents worldwide who trust Disney to help children live active, well-balanced lives.
Sustainable Living Brands: Why Purpose Alone is Not Enough to Drive Sustainab...Sustainable Brands
Unilever's VP of Sustainable Business argues that while having a strong purpose is important for brands, it is not enough on its own to drive sustainable growth. Brands need to demonstrate their positive impact through transparency and accountability. She also stresses the importance of engaging consumers in purpose by showing how individual actions can contribute to collective change.
Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
The document discusses a presentation by Anna Swaithes from SABMiller on leveraging the UN Sustainable Development Goals for brands. SABMiller has over 200 local brands consumed in over 80 countries. SABMiller is committed to contributing to the Global Goals and having three brands in each market build sustainable development messages into their brand activations by 2020. Examples are provided of brands in India, Uganda, and Colombia that are engaging in programs focused on livelihoods, sustainable supply chains, and supporting workers and farmers.
Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
This document discusses leveraging the UN Sustainable Development Goals for brands. It provides an introduction to the goals, including ending poverty, and outlines expectations for business engagement. Civil society organizations see opportunities for businesses to contribute through their core activities. The business case for alignment with the SDGs includes access to new markets among the 4 billion living in poverty and growth in green technologies worth over $3 trillion by 2020.
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
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Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
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Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
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Nbs chile-b-corp-challenges-2015
1. Inspiring new research
and innovating
new solutions
latin american
b corp sustainability
challenges 2015
17-43
2. Latin American Bcorp Sustainability Challenges 2015 2
letter from Pablo Muñoz, NBS Chile
Benefit corporations (B Corps) are at the heart of
a new economy. Not only do they aim to be the
best in the world, they aim to be the best for the
world. To do so, they commit to high standards of
governance and transparency as well as social and
environmental practices and impacts.
B Corps represent a new breed of enterprise that
faces unique challenges. Their purpose and key
success indicators are somehow counterintuitive
in a business-as-usual world that values profit over
other impacts.
To many, B Corps are at the forefront of business
sustainability. They are setting new standards for
companies that are just starting to consider how
to improve their triple bottom line. This mindset
requires new business models and, oftentimes,
innovative value propositions that allow new
opportunities to emerge.
Currently, there are nearly 1200 certified B Corps in
37 countries marketing business solutions targeted
at resolving social and environmental problems.
Clearly, B Corps are on the rise. Latin America —
Chile in particular — has produced a fertile crop of
such enterprises, making the contintent the fastest
growing B Corp region with nearly 150 certified
companies across six countries.
In exploring the challenges and opportunities that
B Corps currently face, we at NBS Chile gathered
a group of 22 B Corps from Chile, Argentina and
Colombia to form the first Latin American B Corp
council. This report is the first outcome of the
council’s work.
As you read and compare the challenges to those
identified by NBS’s leadership councils over the
years, you will realize that B Corp challenges are
unique. They are not about why or how to integrate
sustainability into business, but rather about how
to build upon sustainability ambitions to create a
stronger impact in the world.
At NBS, we strongly believe that B Corps are source
of inspiration and knowledge for a sustainable
society. We are looking for ways to understand and
systematize what happens within the B Corp world.
This report is a first step. We invite you to be part of
the next steps.
Sincerely,
Pablo Muñoz
Academic Director, NBS Chile
Latin American B Corp Sustainability Challenges 2015 2
3. Latin American B Corp Sustainability Challenges 2015 3
1
the 8 sustainability challenges for
latin american b corps in 2015
How can B
Corps effectively
communicate their
purpose and value to
a broader market?
How can Latin American
B Corps foster dialogue
within public policy
circles to improve
understanding of how
these companies
operate and contribute
to society?
What are the most
effective ways
to measure the
achievement of B Corp
goals?
How can B Corps and the
B Corp system contribute
to the creation of a B
market?
How can B Corps
and the B Corp
system stimulate
greater investment or
attract more investors
to sustainable
business?
How can B Corps
generate stronger
partnerships with each
other, with stakeholders
and with disconnected
partners to create alliances
for a more sustainable
society?
How can B Corps
maintain their culture and
organizational values
while they grow and
expand?
How can B Corps
increase their social and
environmental impact
without necessarily scaling
economically?
2 3 4
5 6 7 8
4. How can B Corps effectively communicate their purpose and value to a broader market?
1 CHALLENGES
Business communication is key to
being recognized, building networks,
expanding market reach and capturing
the attention of investors who believe
in the development of a company. To
create a strategic communications plan,
a company must first define its identity —
what it is and what they want to transmit.
For B Corps, communication is a central
challenge. According to the meeting
attendees, it is a priority for the sector to
define what a B Corp is. It is also a priority
to understand how they fit within industry,
what unites them as a segment, and how
to gain recognition from stakeholders.
Currently, consumers are not widely aware
of what B Corps are. They do not know
the difference between B Corp products
and services compared to others, nor do
they understand why to support them.
This identifies a need to communicate and
share information. Communication at small
companies is challenging due to lack of
budget to communicate goals and value to
bigger markets. And for those who have a
larger budget, they do not know what the
best marketing and communication tools
are to share their message with a broader
audience.
Attendees agreed that a distinguishing
element of B Corps is sustainability, which
is at the core of their business missions.
Andrés Gonzalez from Armstrong &
Asociados, an advertising company, points
out that it is key not to demonize the
market to highlight B Corps. It is best to
communicate positive achievements and
contributions.
Cultural nuances are also key to
communication as Andrea Nallím of
Reciclarg Recycling Technology SA
can attest. She shared her experiences
with the media in Mendoza, Argentina.
In their case, the relationship between
them grew spontaneously. Interest in
how the company is making a difference
in the market resulted in several media
publications. Yet, Nallím knows that this
is not the standard and emphasizes that
this is why it is important to create effective
campaigns about what B Corps are.
“How do we positively
communicate the changes
we are making. It´s not easy to
showcase the positive impact
we are achieving as B Corps.
How do we go from doing our
tasks to measuring them.”
ANDREA MÉNDEZ
NOTICIAS POSITIVAS
“The idea is not to demonize
the market, but rather to make it
work in our favor.”
ANDRÉS GONZALEZ
ARMSTRONG & ASOCIADOS
Latin American B Corp Sustainability Challenges 2015 4
5. How can Latin American B Corps foster dialogue within public policy
circles to improve understanding of how these companies operate and
contribute to society?
2 CHALLENGES
Within Latin America, B Corps are
growing and receiving support for their
development. These companies differ
from country-to-country and city-to-city,
just as their clients.
In Latin America there is no regulatory
framework that outlines guidelines for the
development of B Corps. This results in a
market where companies compete with
many different objectives and sectors.
Given the context, the challenge is to
develop a legal framework within current
public policies that allows for the growth
and development of B Corps, both within
each country and across Latin America.
Part of this strategy must identify ways
to include non-B Corps into the B Corp
system. Companies who do not meet
the requirements are excluded from
the certification system and, therefore,
also excluded from receiving support
from the system. Through a system
of inclusion, companies could avoid
discrimination due to lack of acquirable
knowledge or skills.
This strategy must facilitate business
growth and include a partnership plan,
whereby B Corps can communicate
with one another, form a development
cluster and manage strategies as a
group.
As public policies vary from country
to country, it becomes a challenge to
manage a development framework
that allows equality of conditions
for businesses and for them to be
recognized internationally as part of the
B system.
Latin American B Corp Sustainability Challenges 2015 5
6. Latin American B Corp Sustainability Challenges 2015 6
What are the most effective ways to measure the achievement of B Corp goals?
3 CHALLENGES
An indicator is a tool that provides evidence
about whether a condition exists or if
certain results have been achieved or not.
Indicators allow the measurment of abstract
elements, such as impact and performance.
To quantify the efficiency and effectiveness
of any program and to determine the rate
of completion of a specific goal, indicators
need to be implemented to measure
impact.
The B Corp mission is to build “a favorable
environment for strengthening companies
that utilize market force to solve social and
environmental problems.”1
Specifically, B
Corps “(...) combine profit with the solution
of social and environmental problems
aspiring to be the best company for the
world and not just in the world.”2
While
these companies may belong to different
sectors, they share this common objective.
Yet there are many ways to solve or help
improve environmental and social problems.
Given the diversity of solutions and
initiatives, there is a need for indicators to
quantify these “good intentions” to verify the
achievement of goals and objectives, i.e. to
observe stages of completion and confirm
whether or not the actions of B Corps are in
line with the strategy of the organization.
So how can B Corps measure their passion
and transform it into a quantitative and
objective metric? Creating key performance
indicators (KPIs) designed specifically for
B Corps would allow owners to make
decisions about company activities. They
could use KPIs to keep track of pro-
environmental and pro-social activities and
see if they are achieving expected results or,
perhaps, if resources need be reallocated to
achieve results.
These indicators must meet two key
features. On one hand, they must be
universal, i.e. that every B Corp can use
them as a reference. At the same time, they
must be adaptable to each business, i.e.
they must fulfill the role of general guideline,
but at the same time permit adequate
flexibility for different B Corp business
models.
How can B Corps measure
their passion and transform it
into a quantitative and objective
metric?
1
http://www.sistemab.org/espanol/el-movimiento-global/mision-y-desafios
2
http://www.sistemab.org/espanol/el-movimiento-global/mision-y-desafios
7. How can B Corps and the B Corp system contribute to the creation of a B market?
4 CHALLENGES
B Corps have been gaining ground in
Chile and the rest of Latin America. Given
their market expansion, there are now
networks of suppliers and consumers who
prefer their products and services. Yet,
growth is not forever eventually stagnates
— and this stagnation is a .
Self-perception is also a challenge to
growth. The attendees perceive that their
existence as B Corps is associated with
the company size, which is basically that
of a start-up or small to medium-sized
enterprise (SME). This perception leaves
little room for the concept of growth and
limits the expansion of companies that
have been B Corp certified. While these
companies currently have committed
suppliers and consumers, the question is
how to expand their boundaries.
Attendees also highlight the concern of
losing the essence of B Corps during the
growth process. This essence is what
differentiates them from other companies
in their sectors and what adds value.
José Antonio Berrios observes the
challenge with optimism: “This is the best
of the problems. It is a challenge for five
years from now. Today, the challenge
is to grow and to climb while remaining
sustainable. The issue is how to grow
while being a B Corp, how to generate
and capture marketshare, how to grow
while competing with big companies.”
According to John Zaffora of EMATRIS,
the growth of a B Corp should reflect the
impact generated by the company, i.e. if
the company grows there will be benefits
for the entire value chain, including
suppliers, customers and employees.
Finding a method to encourage B Corp
growth would produce a multitude of
benefits. Sebastián Letemendía from
Conexia notes that a growing company
that contributes to the environment and
society becomes attractive to talented
workers, which in turn, helps the company
grow more.
This particular challenge is then defined
by the ability to take advantage of the B
Corp platform to move beyond the level
of a start-up or SME and achieve full
company potential.
“We are interested in growth as
a reflection of the impact. We
are not only interested in growth
by the valuation of shares in the
short term. If we can hire 50
people and improve their quality
of life, then that is growth with
impact.“
JUAN ZAFFORA
EMATRIS
Latin American B Corp Sustainability Challenges 2015 7
8. Latin American B Corp Sustainability Challenges 2015 8
How can B Corps and the B Corp system stimulate greater investment or attract
more investors to sustainable business?
5 CHALLENGES
Those who invest in a business may
look to diversify their funds and make
a profit out from their investment. Such
investments also allow a business to grow
and increase its value, creating a mutal
benefit for the business and the investor.
One of the greatest challenges for B
Corps is attracting like-minded investors
and obtaining investment based on the
sustainability goals and values central to
the business.
Investing in B Corps can be framed as
a responsible investment option. The
outcome of investing is reflected not only
in the amount of products or services
offered and sold to customers, but also
in the impact on the environment and the
community surrounding the firm.
An effective communication strategy
capable of transmitting the benefits
of investing in a B Corp is central to
capturing investor attention and to
financial profitability. Andrés González
highlights the need to “work on building a
brand that shows an earnest image that
can be trusted and is profitable to invest
in.” As such, certified B Corps must
communicate effectively to reach relevant
audiences —including investors.
The B Corp universe is diverse, enabling
different types of shareholders to
participate in investment opportunities.
The challenge is how to channel these
diverse opportunities into a coherent
story — capable of reconciling different
profiles, levels of risk and profit
aspirations — to increase the chances
of attracting investment for the B Corp
community.
“[There is a need to] work on
building a brand that shows
an earnest image that can be
trusted and is profitable to invest
in.”
ANDRÉS GONZÁLEZ
ARMSTRONG & ASOCIADOS
“[We need to] send the message
that investing in a B Corp is
good business.”
BENJAMIN PAGE
ACTUA 360
9. Latin American B Corp Sustainability Challenges 2015 9
How can B Corps generate stronger partnerships with each other, with stakeholders and
with disconnected partners to create alliances for a more sustainable society?
6 CHALLENGES
Collaboration between companies allows
them to address and resolve challenges
that cannot be solved by conventional
methods — challenges that are complex,
involve a multitude of actors and require
different skills for their resolution.
Oftentimes collaboration is a reactive,
meaning companies only work together
when there is trouble. However,
companies should work towards
integrated and transformative partnerships
in which they can comprehensively
discuss their objectives and their ultimate
purpose of contributing to society.
Innovation is one of the benefits of such
collaboration. Stable, long-term networks
provide tools and create opportunities
to facilitate company development and
effectively resolve complex problems.
Collaboration between companies enables
value creation by finding new ways to
address systemic challenges.
Collaborative partnerships also make
sustainability compliance simpler and
more robust. They foster knowledge and
resource sharing so that companies are
likelier to have resources and technology
to address problems. They also facilitate
a community in which groups of
companies commit to sustainability.
Álvaro Bronstein of EmpreDiem points
out a supply side opportunity: creating
a bank of B suppliers who work with
and recommend each other. In turn,
customers in search of sustainable
suppliers — like B Corps themselves
— would find suppliers aggregated in
one place. Such networking enables the
knowledge, resource and skill sharing
that the B Corp community can tap.
Yet, working together also introduces
challenges. Interests may diverge as
firms grow, leading to instability in a
partnership. Long-term relationships
requires coordination, communication
and alignment — ultimately an extra
effort for founders who may be struggling
to keep their ventures afloat.
“You could design a bank of
sustainable suppliers, which
would be a step towards market
generation.”
ÁLVARO BRONSTEIN
EMPREDIEM
10. Latin American B Corp Sustainability Challenges 2015 10
How can B Corps maintain their culture and organizational values while they
grow and expand?
7 CHALLENGES
Organizational culture gives meaning to a
company. It motivates employees, guides
their actions and makes daily work more
meaningful.
B corps are focused on turning a profit
while generating positive impacts within
the environment and their communities.
In addition, they strive to foster the
development of their workers through
training, education and cultural activities
among other initiatives.
B Corp owners highlight the importance
of raising awareness in society. They
emphasize that their businesses are not
only profitable, but also interested in
nurturing an economy with values that
are more humane and promote fairness.
Andrea Nallím of Reciclarg Recycling
Technology SA says: “What we do is try
and raise awareness on issues around
social and environmental sustainability, and
create changes from where we are.”
Employees are recognized as the basis of
a company — its most important asset.
As such, they must perceive themselves as
change agents that can have real impact on
the environment and society based on their
work and contributions within the company.
For Miguel Luis Lagos, from Constructora
LyD, it is important that the values of the
employees are aligned with those of
the company. According to his vision it
becomes relevant “(...) to transform our
teams, we work with them and focus on
instilling the B Corp spirit and values.”
Establishing a B Corp culture is a challenge
in itself — even when the company is
small. Looking ahead, the challenge seems
even more daunting. Most B Corps are in
the process of scaling up and becoming
more efficient and competitive. Founders
are concerned that they may lose critical
aspects of the B Corp culture.
Growth and simultaneous maintenance
of culture is central to B Corp legitimacy.
Values and culture drive consumer support
for B Corps and the B Corp system as a
whole. As such, the question is how can B
Corps expand and grow while maintaining
this essence?
“(...) To transform our teams, we
work with them and focus on
instilling the B Corp spirit and
values.”
MIGUEL LUIS LAGOS
CONSTRUCTORA LYD
“What we seek is to raise
awareness on environmental and
social issues. We try to generate
changes from our place.”
ANDREA NALLÍM
RECICLARG RECYCLING TECHNOLOGY SA
11. Latin American B Corp Sustainability Challenges 2015 11
How can B Corps increase their social and environmental impact without
necessarily scaling economically?
8 CHALLENGES
The triple impact or triple bottom line is
a concept used in sustainability-oriented
businesses. It refers to a company’s focus
and performance in three dimensions:
economy, society and environment.
Economically, companies must evaluate
financial performance; how does the
company create and distribute economic
value. In the social dimension, both internal
(employees) and external (community)
impacts are analyzed. The company’s
contribution to quality of life in the
community where it operates and employee
working conditions are considered central
factors. The environmental dimension
evaluates the company’s impact on
the natural environment. A company
committed to sustainability will contribute
to the environment, or at least, reduce its
negative impact on it. Factors considered
are efficient use of resources and the
extent to which the company minimizes
the degradation of the natural environment
where it is located.
B Corps, on the contrary, do not focus on
minimizing negative impacts but rather on
articulating a model that actually seeks
to create a positive impact on social and
natural environments. B Corps seek to
protect the interests of their employees,
the community and the environment, while
being transparent in these areas so they
can be evaluated by consumers and the
market based on their actions.
A B entrepreneur may want to maintain its
business in a small scale, but at the same
time want increase its positive impact
on the community and the environment.
Ricardo Eller, owner of Orgánicos Brita,
indicates that his company has been able
to generate stable and quality employment
through its organic products. He employs
local people and supports local business
by offering locally-manufactured products.
Increasing the benefits for the community
without scaling up economically is a
challenge for which there seems to be no
right answer. Ricardo asks, “How can we
keep escalating this project we believe in?
We have introduced clean energy in all
our processes in addition to community
development, but we want to do more.”
“How can we keep escalating
this project we believe in? We
have introduced clean energy in
all our processes in addition to
community development, but we
want to do more.”
RICARDO ELLER
ORGÁNICOS BRITA
12. NBS Chile is an affiliate of the Network for Business Sustainability, a non-profit organization based at Western University and
UQAM (Québécoise des Archivistes Médicales) in Canada. NBS produces authoritative resources on important sustainability
issues with the goal of changing management practice globally. We unite thousands of researchers and business leaders
worldwide who believe passionately in research-based practice and practice-based research.
About NBS’s Chilean B Corp Council
NBS: Chile’s B Corp Council is a group of 22 Latin American Benefit Corporations from diverse sectors. At an annual
meeting, these companies, that already meet rigorous standards of social and environmental performance, accountability and
transparency, identify the key business challenges and opportunities for B Corps in the region— the issues on which their
organizations need authoritative answers and reliable insights. Their challenges prompt each of the NBS: Chile’s research
projects.
NBS: Chile’s B Corp Council meeting was sponsored by Universidad Adolfo Ibáñez (UAI)’s Centre for Business Sustainability.
About NBS
Latin American B Corp Sustainability Challenges 2015 12
13. Network for Business Sustainability Chile
nbs.net/about/nbs-chile nbs.net
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