Introduction and Overview
Editors Colin Mayer and Bruno Roche outline the Economics of Mutuality and the major themes discussed in the book. They propose that the essence of modern economics and management is a battle for purpose in a world of rapidly increasing complexity and confusion. Not just having a purpose, but making that purpose real at every level of the organization.
Introduction
By Colin Mayer and Bruno Roche
Overview
By Colin Mayer and Bruno Roche
Mutuality and Mars
A broad exploration of the changing relationships between business, finance, social flourishing, and morality. And a specific exploration of the concept of mutuality within Mars, which traces its roots back to a letter written by Forrest Mars in 1947 on the ‘Objective of the Company’ that emphasizes the importance of stakeholders, not just shareholders.
Bread and Honey:
Social Flourishing, Mutuality,
and Economics
By Martyn Percy
The Roots of the
Economics of Mutuality
By Jay Jakub
The Meaning of Mutuality
By Catherine Dolan, Bojan Angelov,
and Paul Gilbert
Responsible Business Theories
Where does the Economics of Mutuality fit within the context of a wider set of purposeful business concepts, such as corporate social responsibility (CSR), creating shared value (CSV), and stakeholder theory? Do these ideas represent fundamental paradigm shifts in business or are they just old products in new packaging? Is corporate purpose at the core or the periphery?
Mutuality and Concepts of Responsible Business
By Alastair Colin-Jones and
Sudhir Rama Murthy
Corporate Purpose and Ecosystem Orchestration
A study into the power of orchestrating ecosystems around a corporate purpose defined as an authentic and dynamic meaningful challenge. The Economics of Mutuality redefines a stakeholder’s ‘stake’ in the purpose as a forward-looking opportunity to co-create value, instead of a backward-looking opportunity to capture value created by the corporation on its own.
Purposeful Ecosystem Orchestration
By Sylvain Remy, Julie Kolokotsa,
Jan Ondrus, Yassine El Ouarzazi,
and Nicolas Glady
Delivering on Purpose:
Business Ecosystem
Orchestration in Practice
By Yassine El Ouarzazi
Creating Cross-Sector Partnerships
By Sudhir Rama Murthy and
Alastair Colin-Jones
Metrics and Measurement
An explanation of how companies can deliver corporate and ecosystem purposes by measuring and managing human, social, and natural capital — as well as financial capital. A new set of metrics are designed to capture the pain points in an ecosystem that need to be addressed and the success of the interventions created to address them.
Measuring Non-Financial
Forms of Capital
By Francesco Cordaro, Alain Desdoigts, Justus von Geibler, and Claudia Senik
Building Social Capital
By Marcel Fafchamps
Well-Being at Work
as Human Capital
By Claudia Senik
Accounting
The principles behind designing a system of accounting for responsible business are considered — and a new approach is offered: the Mutual P&L. This innovation is an extension of the financial P&L that takes into account selected human, social, and environmental issues that are relevant for the organization and its ecosystem in working toward a stated purpose.
Accounting for Natural Capital
By Richard Barker
Implementing a Mutual
Profit and Loss
By Robert G. Eccles and François Laurent
The Impact of Mutual Profit on Business Behaviour
By Robert Eccles and Judith C. Stroehle
Finance, Investment, Ownership, and Engagement
A look at how the principle of mutuality can reshape finance, investment, ownership, and engagement for the good of society and the natural world — as well as for stronger business performance. Featuring discussions about the potential of microequity, the impact of mutuality on ownership, the influence of large investment funds, and the impact of NGO activism.
Mutuality and the Potential
of Microequity
By Muhammad Meki, Kate Roll,
and Simon Quinn
The Impact of Mutuality
on Ownership
By Jonathan Michie
The Influence of Large
Investment Funds
By Helen Campbell Pickford
The Impact of NGO Activism
By Andreas G. F. Hoepner and Qian Li
Case Studies
Fourteen detailed case studies illustrate how companies of different sizes, sectors, and geographies have put purpose into practice. These stories give deep insights into the ways in which companies can build purposeful businesses by mapping and shaping their ecosystems, identifying failures and problems, aligning management, and creating new partnerships.
Bel Group: Harnessing
the Power of an Informal Distribution Network
By Alastair Colin-Jones, Alexandra Berreby, Caroline Sorlin, Hannah Radvan, and Justine Esta Ellis
Marks & Spencer: Improving Supply-Chain Sustainability
By Sudhir Rama Murthy, Mike Barry,
and Justine Esta Ellis
Sabka Dentist: Taking Accessible Dental Care to Scale
By Yassine El Ouarzazi, Lionel Khalil,
Aida Hadzic, Kate Roll, Judith C. Stroehle, and Vikram Vora
Timberland and the Smallholder Farmers Alliance: Creating a Data-Driven Smallholder Cotton Supply Chain in Haiti
By Hugh Locke, Atlanta McIlwraith,
Lionel Khalil, and Kate Roll
Dell: The Business Case for a Sustainable Supply Chain
By Louise Koch, Stephen Roberts,
and Justine Esta Ellis
Interface: Turning an Environmental Problem into
a Business Opportunity
By Jon Khoo, Miriam Turner,
and Justine Esta Ellis
Solvay Chemical: A Tool for Identifying and Planning Sustainable Business Strategies
By Justine Esta Ellis, Alastair Colin-Jones, Jean-Marie Solvay, and Michel Washer
Z Zurich Foundation:
Building the Case for Effective Insurance in Flood-Prone Areas
By Helen Campbell Pickford, David Nash, and Justine Esta Ellis
Divine Chocolate: Creating Sustainable Value in the Cocoa Sector through Mutual Ownership
By Justine Esta Ellis, Alastair Colin-Jones, and Jamie Hartzell
Mondragon: Maintaining Resilience through Cooperative Strategies
By Justine Esta Ellis, Alastair Colin-Jones, and Ibon Zugasti
JD.com: Using E-commerce to Alleviate Rural Poverty in China
By Lydia J. Price, Liu Xiaowen,
and Ni Jing Hua
Kate Spade New York:
Integrating Social Purpose into Core Business Operations
By Taryn Bird, Aida Hadzic, Kate Roll,
and Judith C. Stroehle
Mahindra First Choice: Orchestrating the Used-Cars Ecosystem
By Ben Jackson and Genevieve Joy
Novo Nordisk: An Ecosystem Approach to Preventing Diabetes
By Ben Jackson and Yassine El Ouarzazi
Conclusion
Editors Colin Mayer and Bruno Roche pull together the themes discussed and point to the next steps. They conclude that, while the book has provided a powerful demonstration of the practical reality of transforming business models to put purpose into practice, it has also revealed how much further we need to go before this becomes the conventionally accepted norm.
Conclusion
By Colin Mayer and Bruno Roche