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Cocreating business's new social compact.

Jeb Brugmann1, C K Prahalad

  • 1University of Michigan's Ross School of Business, Ann Arbor, USA.

Harvard Business Review
|March 10, 2007
PubMed
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Corporations and non-governmental organizations (NGOs) are increasingly collaborating, moving from social responsibility to co-creating businesses. This partnership drives market growth and poverty reduction through innovative business models.

Area of Science:

  • Business Strategy
  • Social Entrepreneurship
  • Corporate Social Responsibility

Background:

  • Historically, corporations and NGOs operated with mutual distrust.
  • Converging interests now foster collaboration between these sectors.
  • This partnership aims to create innovative business models for market growth and poverty alleviation.

Purpose of the Study:

  • To analyze the evolution of corporate-NGO collaboration.
  • To identify the stages of convergence leading to co-creation.
  • To demonstrate the benefits of integrated business models for all stakeholders.

Main Methods:

  • The study outlines a three-stage model of collaboration: be-responsible, get-into-business, and cocreate-business.
  • It examines the learning and adaptation processes for both corporations and NGOs.

Related Experiment Videos

  • A case study of BP's stove marketing in India illustrates the cocreate-business stage.

    • Main Results:

    • The 'be-responsible' stage involved joint social responsibility projects.
    • The 'get-into-business' stage saw NGOs and companies establishing businesses, with mutual learning occurring.
    • The 'cocreate-business' stage integrates NGOs and corporations into each other's value chains, as exemplified by BP's successful stove distribution.

    Conclusions:

    • Corporate-NGO collaboration has evolved through distinct stages, leading to successful business co-creation.
    • This partnership model benefits corporations through market access and NGOs through revenue generation.
    • The approach accelerates poverty eradication by creating economic opportunities and social influence for beneficiaries.