Building a Corporate Culture Committed to Society: A Case Study

Social Innovation has emerged as a multi-faceted concept that encompasses various ways in which companies show their commitment to societal and environmental issues. In this chapter, the authors explore organisational factors that move companies to pursue social initiatives and try to link them to consumers’ perception. The conceptual framework discusses (i) motivations to purse social innovations, (ii) leadership, (iii) organisational learning capabilities, (iv) corporate culture, and (v) social communications. The case of study (Balay) was chosen because it is perceived to be highly socially innovative. An in-depth interview with the brand manager along the discussed concepts helps us to better elucidate this broad concept and illustrates a range of actions that fall within the scope of social innovation.