The Practice of Purpose: Defining the Capabilities Needed to Turn Social Purpose into Growth
This session will explore the results of a unique collaboration exploring the differences between traditional marketing and marketing based on social purpose. 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.
Speakers
Assistant Professor, Marketing & Strategy
Scheller College of Business, Georgia Institute of Technology
Coca Cola Company Chair Professor of Marketing
University of Georgia, Terry College of Business