Bertrand Duperrin's Library tagged nonprofits → View Popular, Search in Google

Jan

2012

Innovation sociale: l'économie de demain?

"Le thème de l'innovation sociale est apparu dans les années 1960, porté par des théoriciens du management comme Peter Drucker ou des entrepreneurs sociaux comme Michael Young, le fondateur d'Open University. Mais il n'a vraiment pris son essor que depuis une dizaine d'années, en redessinant la frontière parfois floue entre entreprise et société civile, l'une s'inspirant de l'autre et réciproquement."

www.paristechreview.com/...vation-sociale-economie-demain

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innovation socialinnovation profit nonprofits creativity business economy externalities designthinking

Depuis longtemps les modèles d’affaires et de management se sont haussés au niveau de l’innovation technologique. L’art d’organiser les hommes, de jouer de leurs interactions, est au cœur de la création de valeur. Certains économistes vont plus loin, en se demandant si l’innovation sociale ne jouera pas demain un rôle comparable.
James Taylor la définissait en 1970 comme “de nouvelles façons de faire les choses dans le but de répondre à des besoins sociaux”. Cela peut tenter deux types d’acteurs: les militants et, comme chez Schumpeter, les entrepreneurs.
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- Les grandes entreprises considèrent d’ailleurs avec intérêt le “bas de la pyramide”, le groupe socio-économique le plus vaste et le plus pauvre, qui représenterait 2,5 milliards de personnes et, quelle que soit leur pauvreté, une proportion considérable du pouvoir d’achat mondial
- L’entrepreneur moderne a pris conscience de cette responsabilité en se détachant de la simple consommation du monde.” Les entrepreneurs engagés dans l’innovation sociale ne seraient alors que la partie la plus visible, la plus radicale peut-être, d’un nouveau monde entrepreneurial.
- L’innovation sociale peut alors être considérée comme un espace expérimental où se joue le renouvellement des services (marchands ou publics), mais aussi des principales figures (l’entrepreneur, l’utilité, la valeur) qui animent nos sociétés.
- le propre de ces innovations est d’intégrer d’emblée le concept d’externalité, c’est-à-dire de résultats collatéraux impossibles à mesurer
- Alors que le design industriel vise à optimiser la fonction, la valeur et l’apparence d’un produit, la notion de design thinking s’applique à des “situations d’usage”. Reposant sur une méthode d’innovation centrée sur l’utilisateur (human centric design), il concerne divers domaines: services, marketing, stratégie, prospective. On est bien ici sur l’un des thèmes centraux de l’innovation sociale: jouer sur de nouvelles interactions et en tirer parti, en faire le moteur d’une dynamique d’échanges, en un mot leur conférer de la valeur.
- Les grandes fondations sont confrontées à des problématiques qui ne sont pas sans évoquer celles du capital-risque : elles sont vouées à faire des paris, et à laisser aux commandes des individus innovants mais parfois un peu hors norme, et dans le même temps elles sont obligées d’obtenir des résultats et de rendre des comptes à leurs bailleurs de fonds. La prise de décision exige donc une capacité à se placer selon les deux points de vue, et à réaliser des arbitrages.
- L’innovation sociale serait ainsi un des éléments de ce qu’Eve Chiapello voit comme la reconstitution d’une “nébuleuse réformatrice”. Joseph Schumpeter y aurait vu le début d’un cycle d’innovation: l’invention, aux marges du modèle central, de l’économie de demain.

Jan

2011

The Big Idea: Creating Shared Value

"A growing number of companies known for their hard-nosed approach to business—such as GE, Google, IBM, Intel, Johnson & Johnson, Nestlé, Unilever, and Wal-Mart—have already embarked on important efforts to create shared value by reconceiving the intersection between society and corporate performance. Yet our recognition of the transformative power of shared value is still in its genesis. Realizing it will require leaders and managers to develop new skills and knowledge—such as a far deeper appreciation of societal needs, a greater understanding of the true bases of company productivity, and the ability to collaborate across profit/nonprofit boundaries. And government must learn how to regulate in ways that enable shared value rather than work against it."

hbr.org/...pr

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socialbusiness socialresponsability sharedvalue capitalism value products market nonprofits profit competitiveadvantage socialentrepreneur clusters

A growing number of companies known for their hard-nosed approach to business—such as GE, Google, IBM, Intel, Johnson & Johnson, Nestlé, Unilever, and Wal-Mart—have already embarked on important efforts to create shared value by reconceiving the intersection between society and corporate performance. Yet our recognition of the transformative power of shared value is still in its genesis. Realizing it will require leaders and managers to develop new skills and knowledge—such as a far deeper appreciation of societal needs, a greater understanding of the true bases of company productivity, and the ability to collaborate across profit/nonprofit boundaries. And government must learn how to regulate in ways that enable shared value rather than work against it.
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- The concept of shared value resets the boundaries of capitalism. By better connecting companies’ success with societal improvement, it opens up many ways to serve new needs, gain efficiency, create differentiation, and expand markets.
- Intel and IBM are both devising ways to help utilities harness digital intelligence in order to economize on power usage. Wells Fargo has developed a line of products and tools that help customers budget, manage credit, and pay down debt. Sales of GE’s Ecomagination products reached $18 billion in 2009—the size of a Fortune 150 company. GE now predicts that revenues of Ecomagination products will grow at twice the rate of total company revenues over the next five years
- For a company, the starting point for creating this kind of shared value is to identify all the societal needs, benefits, and harms that are or could be embodied in the firm’s products.
- Today there is a growing consensus that major improvements in environmental performance can often be achieved with better technology at nominal incremental cost and can even yield net cost savings through enhanced resource utilization, process efficiency, and quality.
- Energy use and logistics.
  
  The use of energy throughout the value chain is being reexamined, whether it be in processes, transportation, buildings, supply chains, distribution channels, or support services
- Resource use.
  
  Heightened environmental awareness and advances in technology are catalyzing new approaches in areas such as utilization of water, raw materials, and packaging, as well as expanding recycling and reus
- Today some companies are beginning to understand that marginalized suppliers cannot remain productive or sustain, much less improve, their quality.
- Distribution.
  
  Companies are beginning to reexamine distribution practices from a shared value perspective. As iTunes, Kindle, and Google Scholar (which offers texts of scholarly literature online) demonstrate, profitable new distribution models can also dramatically reduce paper and plastic usage
- Today leading companies have learned that because of lost workdays and diminished employee productivity, poor health costs them more than health benefits do
- Location.
  
  Business thinking has embraced the myth that location no longer matters, because logistics are inexpensive, information flows rapidly, and markets are globa
- No company is self-contained. The success of every company is affected by the supporting companies and infrastructure around it. Productivity and innovation are strongly influenced by “clusters,” or geographic concentrations of firms, related businesses, suppliers, service providers, and logistical infrastructure in a particular field—such as IT in Silicon Valley, cut flowers in Kenya, and diamond cutting in Surat, India.
- Shared value holds the key to unlocking the next wave of business innovation and growth. It will also reconnect company success and community success in ways that have been lost in an age of narrow management approaches, short-term thinking, and deepening divides among society’s institutions.
- Read the Executive Summary
  
  The concept of shared value can be defined as policies and operating practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates. Shared value creation focuses on identifying and expanding the connections between societal and economic progress.
- Not all societal problems can be solved through shared value solutions. But shared value offers corporations the opportunity to utilize their skills, resources, and management capability to lead social progress in ways that even the best-intentioned governmental and social sector organizations can rarely match. In the process, businesses can earn the respect of society again.
- There are numerous ways in which addressing societal concerns can yield productivity benefits to a firm. Consider, for example, what happens when a firm invests in a wellness program. Society benefits because employees and their families become healthier, and the firm minimizes employee absences and lost productivity. The graphic below depicts some areas where the connections are strongest.
- Creating shared value (CSV) should supersede corporate social responsibility (CSR) in guiding the investments of companies in their communities. CSR programs focus mostly on reputation and have only a limited connection to the business, making them hard to justify and maintain over the long run. In contrast, CSV is integral to a company’s profitability and competitive position. It leverages the unique resources and expertise of the company to create economic value by creating social value

Dec

2009

Management- vs. employee-driven community involvement

"How do you decide what cause or causes to support? You have essentially two alternatives for this internal process: top-down or management-driven, and bottom-up or employee-driven. What are their pros and cons for you as a company? What’s the optimal way to decide on the direction of your strategic cause marketing?"

www.semiosiscommunications.com/e-driven-community-involvement

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communities topdown bottomup alignment charity nonprofits

Strategic alignment with a cause relevant to your business benefits your company, as it creates a consistent affiliation with the cause in the minds of your stakeholders, including your employees. A company-wide cause allows employees to feel a part of something bigger than themselves, and focuses everyone’s effort in a single direction
The top-down decision-making process comes with drawbacks. By default and most importantly, it excludes employees from having a say in your company’s community involvement.
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- It may also limit the pool of available talent for your company to people who support your cause.
- Giving your employees the power to decide what causes to support offers you a top-notch opportunity to make your employees feel they, their say, and their work matters. Rather than imposing the decision on them, it positions you and the company as the support platform for their decisions.
- Bottom-up decisions diffuse the focus of your overall strategic cause marketing.
- You can align your company with a strategically relevant cause and open the process of deciding which particular organization(s) to support to a cross-functional team of employees.
- Empowering employees to be engaged in the community can be a cause in itself. At the top you make the strategic decisions to 1) be involved in the community as a company, and to 2) align your company with your employees’ charitable or community interests.

Jul

2009

Using prizes to spur innovation

Moreover, the role of prizes is changing: nearly 80 percent of those announced since 1991 have been designed to provide incentives for specific innovations rather than to reward excellence in general. An understanding of the characteristics of effective prizes and of how they are evolving would be useful for not only philanthropists but also public- and private-sector players hoping to harness their potential for innovation.

www.mckinseyquarterly.com/...prizes_to_spur_innovation_2396

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prize rewards innovation philantropics socialbenefits nonprofits

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