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Putting Purpose Into Practice: The Economics of Mutuality

Colin Mayer and Bruno Roche


The book provides a detailed and practical description of how companies can put purpose into practice in their organizations. Based on a ground-breaking research project on the Economics of Mutuality undertaken jointly by the Saïd Business School at the University of Oxford and Mars Catalyst, the think tank of Mars Inc., the food and beverages company, over a period of five years, the book describes how purpose promotes business growth and performance. In particular, it gives a highly accessible and readable account of how companies can determine and implement their corporate purposes, and how ... More

Keywords: purpose, practice, mutuality, performance, ecosystems, partnerships, measurement

Bibliographic Information

Print publication date: 2021 Print ISBN-13: 9780198870708
Published to Oxford Scholarship Online: April 2021 DOI:10.1093/oso/9780198870708.001.0001


Affiliations are at time of print publication.

Colin Mayer, editor
Peter Moores Professor of Management Studies, Saïd Business School, University of Oxford

Bruno Roche, editor
Founder & Executive Director, Economics of Mutuality

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Part I

1 Introduction

Colin Mayer and Bruno Roche

2 Overview

Colin Mayer and Bruno Roche

Part II

3 Bread and Honey

Martyn Percy

5 The Meaning of Mutuality

Catherine Dolan, Bojan Angelov, and Paul Gilbert

6 Mutuality and Concepts of Responsible Business

Alastair Colin-Jones and Sudhir Rama Murthy

7 Purposeful Ecosystem Orchestration

Sylvain Remy, Julie Kolokotsa, Jan Ondrus, Yassine El Ouarzazi, and Nicolas Glady

8 Delivering on Purpose

Yassine El Ouarzazi

9 Creating Cross-Sector Partnerships

Sudhir Rama Murthy and Alastair Colin-Jones

10 Measuring Non-Financial Forms of Capital

Francesco Cordaro, Alain Desdoigts, Justus von Geibler, and Claudia Senik

11 Building Social Capital

Marcel Fafchamps

14 Implementing a Mutual Profit and Loss

Robert G. Eccles and François Laurent

15 The Impact of Mutual Profit on Business Behaviour

Robert Eccles and Judith C. Stroehle

16 Mutuality and the Potential of Microequity

Muhammad Meki, Kate Roll, and Simon Quinn

19 The Impact of NGO Activism

Andreas G. F. Hoepner and Qian Li

Part III Case Studies

20 Bel Group

Alastair Colin-Jones, Alexandra Berreby, Caroline Sorlin, Hannah Radvan, and Justine Esta Ellis

21 Marks & Spencer

Sudhir Rama Murthy, Mike Barry, and Justine Esta Ellis

22 Sabka Dentist

Yassine El Ouarzazi, Lionel Khalil, Aida Hadzic, Kate Roll, Judith C. Stroehle, and Vikram Vora

23 Timberland and the Smallholder Farmers Alliance

Hugh Locke, Atlanta McIlwraith, Lionel Khalil, and Kate Roll

24 Dell

Louise Koch, Stephen Roberts, and Justine Esta Ellis

25 Interface

Jon Khoo, Miriam Turner, and Justine Esta Ellis

26 Solvay Chemical

Justine Esta Ellis, Alastair Colin-Jones, Jean-Marie Solvay, and Michel Washer

27 Z Zurich Foundation

Helen Campbell Pickford, David Nash, and Justine Esta Ellis

28 Divine Chocolate

Justine Esta Ellis, Alastair Colin-Jones, and Jamie Hartzell

29 Mondragon

Justine Esta Ellis, Alastair Colin-Jones, and Ibon Zugasti

30 JD.com

Lydia J. Price, Liu Xiaowen, and Ni Jing Hua

31 Kate Spade New York

Taryn Bird, Aida Hadzic, Kate Roll, and Judith C. Stroehle

32 Mahindra First Choice

Ben Jackson and Genevieve Joy

33 Novo Nordisk

Ben Jackson and Yassine El Ouarzazi

Part IV Conclusion

34 Conclusion

Colin Mayer and Bruno Roche