Page 16 - index
P. 16
RESEARCH, ANALYSIS & TRENDS
“Leaders of companies that are making significant pro- Coca-Cola’s Coletivo initiative to uplift employability
gress in building large-scale social enterprises consider amongst Brazilian youth, whilst strengthening company
solving major social problems in profitable ways to be a sales and brand awareness, is a stunning example of
- if not the- raison d’être,” says Marc Pfitzer and Valerie joint interests served and mutual benefit gained. Since
Bockstette, writers for the Harvard Business Review, on its inception, more than 50,000 young people have
the matter. Paramount to the process of creating shared been trained in retailing, business operations and en-
value is embedding a sense of social mission into cor- trepreneurship in over 150 under-privileged communi-
porate culture and then backing it up with quantifiable ties of Brazil.
and articulated action.
The new digital era admittedly is casting us into un-
Sustainable and effective partnerships hang on the mapped territory; traditional terms of engagement and
need for across-the-board ownership of the vision. former ethical definitions may not be enough to navi-
That’s why Nestlé’s chairman, Peter Brabeck-Letmathe, gate us through the chop. But by gleaning from the
relentlessly hammered away for over two decades on emerging paradigm, one that champions cross-
the inextricable link between the company’s long-term pollination and flattened hierarchy structures, we can
progress and the health of their food source agricultural inadvertently carve out new moral paths. Perhaps it’s
communities, water resources and consumers. As of what Sir Isaac Newton was saying after all in his sec-
today, country managers are expected to deliver pro- ond law of dynamics: “to every action there is an equal
gress on these peripheral factors in their yearly busi- and opposite reaction” – or, in other words, “there is a
ness plan, alongside the profitability reports to Nestlé wake we leave behind in all we do”. What’s best for
shareholders. going forward is ensuring we know what we’re leaving
behind.◊
Although rule books for measuring shared value are still
far off, there are profound success stories to offer road By Will Hackney
maps along the way.
16 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
“Leaders of companies that are making significant pro- Coca-Cola’s Coletivo initiative to uplift employability
gress in building large-scale social enterprises consider amongst Brazilian youth, whilst strengthening company
solving major social problems in profitable ways to be a sales and brand awareness, is a stunning example of
- if not the- raison d’être,” says Marc Pfitzer and Valerie joint interests served and mutual benefit gained. Since
Bockstette, writers for the Harvard Business Review, on its inception, more than 50,000 young people have
the matter. Paramount to the process of creating shared been trained in retailing, business operations and en-
value is embedding a sense of social mission into cor- trepreneurship in over 150 under-privileged communi-
porate culture and then backing it up with quantifiable ties of Brazil.
and articulated action.
The new digital era admittedly is casting us into un-
Sustainable and effective partnerships hang on the mapped territory; traditional terms of engagement and
need for across-the-board ownership of the vision. former ethical definitions may not be enough to navi-
That’s why Nestlé’s chairman, Peter Brabeck-Letmathe, gate us through the chop. But by gleaning from the
relentlessly hammered away for over two decades on emerging paradigm, one that champions cross-
the inextricable link between the company’s long-term pollination and flattened hierarchy structures, we can
progress and the health of their food source agricultural inadvertently carve out new moral paths. Perhaps it’s
communities, water resources and consumers. As of what Sir Isaac Newton was saying after all in his sec-
today, country managers are expected to deliver pro- ond law of dynamics: “to every action there is an equal
gress on these peripheral factors in their yearly busi- and opposite reaction” – or, in other words, “there is a
ness plan, alongside the profitability reports to Nestlé wake we leave behind in all we do”. What’s best for
shareholders. going forward is ensuring we know what we’re leaving
behind.◊
Although rule books for measuring shared value are still
far off, there are profound success stories to offer road By Will Hackney
maps along the way.
16 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
