Communication practices in the diffusion of social-business innovation: Insights from B-Corporations

Authors

  • Cristina Mele University of Naples Federico II
  • Tiziana Russo-Spena University of Naples Federico II
  • Marco Tregua University of Naples Federico II
  • Fabio Greco University of Naples Federico II

Abstract

Companies innovate the value proposition by integrating social and business issues to balance value across multiple actors, thus ensuring the creation of socialbusiness value. Social-business innovation requires that multiple actors come together to align perceptions and expectations and create shared meaning for the development and diffusion of innovation. The debate on the diffusion of social-business
innovation is still in its infancy. This paper focuses on the communication practices of social-business innovation, aiming to analyse this participative process through three main issues: 1) the actors to be involved; 2) the goals to be achieved; 3) the actions to be performed. Specifically, we investigate the efforts of B-Corps to address social challenges by adopting a practice-based approach.

Author Biographies

Cristina Mele, University of Naples Federico II

Full professor of Management and Service Innovation at the Department of Economics, Management
Institutions

Tiziana Russo-Spena, University of Naples Federico II

Associate professor of International Management at the Department of Economics, Management
Institutions

Marco Tregua, University of Naples Federico II

Assistant Professor in Management

Fabio Greco, University of Naples Federico II

PhD Student in Management

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Published

2020-01-15

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