The Practice of Purpose: Defining the Capabilities Needed to Turn Social Purpose into Growth (Continued)

Strategy & Operations

This session is a continuation of the earlier main-stage presentation on the same topic.  In a partnership between Sustainable Brands and The Ray C. Anderson Center for Sustainable Business, Omar Rodriguez Vila, PhD and Ricardo Caceres have led a study across close to 50 companies to explore the marketing practices necessary for successful social purpose programs.  Their study finds important changes that need to occur across all levels of the marketing management processes, from research, to planning, execution, and measurement.