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The Importance of Marketing for Social Innovation

In: Social Innovation

Author

Listed:
  • CB Bhattacharya

    (European School of Management and Technology)

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.

Suggested Citation

  • CB Bhattacharya, 2013. "The Importance of Marketing for Social Innovation," CSR, Sustainability, Ethics & Governance, in: Thomas Osburg & RenĂ© Schmidpeter (ed.), Social Innovation, edition 127, pages 147-154, Springer.
    • Handle: RePEc:spr:csrchp:978-3-642-36540-9_13
    DOI: 10.1007/978-3-642-36540-9_13
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    Cited by:

    1. Chang, Dae Ryun & Kim, Qurie, 2022. "A study on the effects of background film music valence on para-social interaction and consumer attitudes toward social enterprises," Journal of Business Research, Elsevier, vol. 142(C), pages 165-175.

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