Rawls News

Rawls College of Business

 

TTU Home Rawls College of Business Home Rawls College News Center

Rawls College News Center

Dr. Rajan Varadarajan Serves as the First Lecturer in the Marketing Distinguished Speaker Series

by - May 01, 2017

Dr. Rajan Varadarajan – Texas A&M University’s professor of marketing, University Distinguished Professor, Regents Professor, and Ford Chair in Marketing and E-commerce – recently visited the Rawls College as the first speaker of this semester’s Marketing Distinguished Speaker Series. During his visit, he sat down with doctoral students for a luncheon before presenting his case study. Throughout his presentation, Dr. Varadarajan outlined his paper, “Doing well by doing good innovations: alleviation of social problems through corporate social innovations.”

The paper looked at how companies can “do well by doing good,” meaning they invest in products or services that improve the standard of living for a population, and in turn the organization gets a boost. In addition to explaining the paper’s purpose and practical implications, Dr. Varadarajan detailed the academic research process and offered advice to the doctoral students in attendance.

Abstract

Doing well by doing good (DWDG) innovations refer to the implementation of new products, processes and practices, and modifications of existing products, processes and practices by a firm that benefits society by contributing towards alleviation of specific social problems, and benefits the firm by enhancing its performance (financial performance, marketing performance, reputation, goodwill among stakeholders, etc.). Social problems refer to certain objective conditions that are perceived by society as undesirable, and as requiring remedial actions (Lauer 1976). Certain other terms that have been used in literature to refer to DWDG innovations include innovating for shared value (Pfitzer, Bockstette and Stamp 2013), and corporate social innovations (Mirvis et al. 2016). In specific reference to DWDG innovations aligned with the Sustainable Development Goals (SDG) of United Nations (United Nations 2016), terms such as SDG aligned corporate innovations and SDG aligned business innovations seem to be gaining credence in organizations. Certain social problems stem from quality and quantity gaps in public goods such as education, electricity and water. Certain other social problems stem from affordability, awareness, availability, and adoptability gaps associated with private goods, resulting in population groups at the base of the market pyramid being non-consumers of various quality of life enhancing private goods, and need services such as healthcare. Against this backdrop, this paper presents an overview of certain broad types of DWDG Innovations, frameworks delineating potential opportunities for DWDG innovations, and a conceptual model of DWDG innovations orientation.

To view more photos from Dr. Varadarajan’s presentation, please visit the Rawls College’s Flickr account.

THIS SUPPORTS THE EFFORTS OUTLINED IN THE RAWLS COLLEGE OF BUSINESS STRATEGIC PLAN. LEARN MORE ABOUT THE LEADER 2020 STRATEGIC PLAN AND FOLLOW OUR PROGRESS ON TWITTER AT #RAWLSLEADS.


Public Relations Intern - Rawls College of Business

Filed under: Alumni and Friends&Events&Faculty News&Student News&Students
« « Previous Post   |   Next Post » »