Creating Shared Value, a Measured Approach to Business
As illustrated by the Coca-Cola Coletivo initiative (highlighted in our September 30 newsletter), innovating on a platform of ‘good’ to create tangible social impact and profitable financial returns in a competitive context is being adopted by companies with the purpose of gaining a first-mover advantage. Coca Cola’s selection of youth unemployment among recent high school graduates is an ‘outside-the-box’ social issue to identify that requires an innovative approach to structure a business initiative on.
While creating strategy on youth unemployment is highly complex and differentiates a company from the competition, how does a company innovate on a social issue that is directly linked to a company’s business model and already generates a great deal of publicity?
