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‘Social profit orientation’ can help companies and nonprofits alike do more good in the world

  • Written by Leonard L. Berry, Professor of Marketing; Senior Fellow, Institute for Healthcare Improvement, Texas A&M University
‘Social profit orientation’ can help companies and nonprofits alike do more good in the worldCompanies and nonprofits can make the world a better or worse place.PeopleImages/iStock via Getty Images Plus

Economist Milton Friedman’s influential maxim, that a company’s sole obligation is to maximize profits, is outdated. Many companies have voluntarily integrated social concerns into their business operations through corporate...

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