Social profit orientation: lessons from organizations committed to building a better world

Services marketing originated as a discipline to guide managers in marketing intangible products; in today's world, it must also guide managers in serving society. This research develops the concept of a social profit orientation, whereby organizations invest resources for the express purpose of enhancing the common good, especially the well-being of people and the health of the planet. Implementing social initiatives that serve this broader mission is no small challenge, but exemplary organizations are nevertheless charting a practical course. The authors conducted 62 in-depth executive interviews across 21 organizations in multiple countries, spanning both for-profit and nonprofit sectors, yielding valuable insights into how they create social profit for individuals, communities, and society at large through their initiatives. This research, grounded in published theory and directed toward practical implementation, defines the parameters of a social profit orientation and introduces an innovative framework that distills its antecedents, moderators, and outcomes. The experiences shared by the sample of forward-looking, future-oriented organizations can inform and inspire other companies, organizations, and institutions as they operate in environments where far more is expected of them than ever before.