Innovative CSR-strategies in SME s. PhD Thesis Proposal. Presentation April 23 th Per Krull.

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1 Innovative CSR-strategies in SME s. PhD Thesis Proposal Presentation April 23 th 2008 Per Krull Department of Management Strategy Lab Aarhus School of Business University of Aarhus. 0

2 TABLE OF CONTENTS Introduction (Setting the scene)... 3 The social mega trend... 3 My choice of subject, and subject delimitation Company case (The Kaospilots)...12 Short case presentation...12 My assignment for the Kaospilots...12 Theoretical platform Innovation...14 Social innovation...18 Corporate Social Responsibility...20 CSR-driven innovation...22 Stakeholder-driven innovation...22 Social entrepreneurship...23 Leadership...23 Organization...23 Communication...24 The research question Scientifically outcomes...26 Practical outcomes...26 Methodology Methodological considerations...28 Overall methodology stand...28 The VNS framework...29 The three paths The VNS scheme and choice of path...31 Philosophy and science...32 Empirical collection...33 Findings Kaospiloterne, Company presentation, Case #1-5, Secondary cases...36 Innocent.uk.com, Hummel, Unicef, Fairtrade...36 Categorising, Analysing, Synthesis...36 Conclusion Research plan Educational plan...37 Conferences...38 Communication, lectures and workshops...40 Change of invironment

3 Plan of Action...42 Literature and links Literature...46 Sites

4 Introduction (Setting the scene) Project description in five lines I am investigating realization of innovative CSR-strategies in SME s, looking for how ambitions for long term economic and social impact, huge sociental impact and valuecreation for stakeholders can bring new to the CSR-field. Furthermore I am looking at how innovation and business strategy can support and enhance the impact of CSR. The social mega trend Organizations from all sectors of society are for several reasons motivated to contribute finding innovative solutions to meet the societal challenges and needs facing us today; challenges such as the lack of resources in many parts of the world, illness, environmental problems, corruption and the violation of human rights. While businesses in the developed world produces a huge output, creates employment and generates tax revenues necessary to fund basic servises including healthcare, education and other services, lange part of the low-income population in the developing countries are left behind with 2.7 billion people worldwide continuing subsising on less than US$ 2 per day. A guideline for where the most important global problems are listed up is in the Global Compact 10 principles, which outlines human rights, elimination of forced labor and corruption, abolishing child labor and discrimination and greater environmental responsibility amongst others. As a result of the environmental Global heading situation and other global problems, people worldwide have paid attention to how they could somehow contribute to a more balanced and sustainable world. The pressing un-met needs bring new attention to the known phenomena; sustainability and social innovation. 1 1 Social Innovation is by Jeoff Mulgan, The young Foundation, London defined as "New ideas that work to meet pressing un-met needs and improve people s lives. 3

5 A sustainable development is a development that meets the needs of the present without compromising the ability of future generations to meet their own needs The Brundtland definition on Sustainability. Sustainability will be a decisive competitive advantage in the future. The most successful companies in the future will be those who understand to adjust changes in the global ecosystems and decode businessoppotunities hiding in sustainable activities. 2 So the purpose prioritizing sustainale development is not only doing good, but alså being more entrepreneurial, nimble and competitive (Stigson, 2007) 3 Sociale needs and problems Global Denmark Personal level Klimaforandringer Ensomhed Fattigdom Stress Aldring Følelse af Sygdom (AIDS og malaria) ekskludering Handel med børn Børn med forælder i Naturkatastrofer fængsel Forurening Innovative solutions. Drivers. Carbon credits, Low-carbon villages, Microcredits, Linux Life Straw Movements (f.eks Fair Trade) Virksomheder og organisationer Regeringer Politikere Foundations Cooperationer Social enterprises (microcreditter og magasiner til hjemløse). Agencies Hybridorganisationer Brugerskabte innovationer (f.eks Wikipedia, Linux Individer (social entrepreneurs) Forskere (pedagogical models of childcare) Cooperationer (COOP) Kvindebevægelsen i 1960 ernerne Folkepension Økonomisk hjælp til enlige fædre eller mødre Voksenven Figur 2. Examples on social needs, problems, solutions and drivers. 2 World Business Council for sustainable Development (WBCSD) in Mandag Morgen, Dec. 4 th 2006, Top 20 of the worlds most sustainable companies 3 Bjørn Stigson, WBCSD from the rapport: Growing Opportunity Entrepreneurial Solutions to Insoluble Problems

6 More companies and organizations see social innovation and CSR (corporate social responsibility) as a new field of opportunity for developing their businesses. 4 The motivation for doing something good is initiated by a pressure derived from the globalization, the technological development and from personal demands from the top of the Maslows needs-pyramid. Due to Maslow and with relevans for recruitment, the individual employees and consumer demand and quest for a sense of meaning, personal development, self-realization, happiness, wholeness and an enhanced quality of life through their private and professional lives. These demands are shaped and accelerated from a several hundred long tradition and cultural and sociological self understanding and expressed in different ways in our welfare model. This is phenomenons like low power distance, confidence, autonomy, creativity, transparency and anti-authoritative attitude. For many people it makes them happy that their doings create value to others, bring solutions to social problems and reach out into the future. The ethical consumer, low unemployment rate (in DK at least), renewed power from NGO s and very powerfull media/ journalists and the uncontrollable social media are elements that influence every company and organization today. When talking about un-met needs we have in Denmark (at a society level) several challenges that call for innovative social solutions: a growing group of old people in the population, integretion, cronicle diseases, lonelyness and stress to mention some. Tania Ellis claimes that the 21 st century exposes a start of new paradigme that add somethiing new to competition, efficiency and profit. The new growing elements is creating the culture and optimal conditiones that make learning, personel development, happiness, life quality, creativity and innovation possible aiming economic and human grouth and welfare for individuals, organizations and society. 4 CSR is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large World Business Council for Sustainable Development (WBCSD) 5

7 Today valuecreation is mostly measured commercially and not that much in terms of creating lifequality and happiness. In the future those qualities will gain more attention and the sharevalue will depend on the companies ability to create happiness, sustainability and economical revenue (Hildebrandt, 2007). 5 CSR have been on the potitical agenda for several years showing that the gowernmens sees and recognize that social-economical isues is important and containing new possibilities (5 exambles): * The Danish Commerce and Companies Agency (Erhvervs- og Selskabsstyrelsen) is hosting a center for companies responsibility for society. They carried out a huge project with a trainingprogram for over leaders in CSR, and TV programs covering stories about how CSR is already realized in fields and approaches like integration, innovation and globalisation. ( Overskud med omtanke ). * In 2008 Initiativ for etisk handel (The Ethical Trading Initiative) var established as a multi stakeholder initiative involving companies, employers organisations, trade unions and NGOs aiming to find new constructive solutions to ethical challenges and dilemmas for companies in relation to their suppliers in developing countries and on new growing markeds. * The Foundation Socialøkonomi.dk have from the (Folketinget) Folketingets Satspulje in 2008 received 10,7 mio DKr, in use for establishing (Socialøkonomisk Formidlingscenter). * Copenhagen Business School established a center for CSR in 2004, and installed the first professor in CSR in Denmark, Mette Morsing in *Roskilde University (RUC) have opened a center for Social Entrepreneurship, started a Master in Social Entrepreneurship and in 2008 engaged a professor in Social Entrepreneurship Lars Hulgaard. 5 Steen Hildebrandt on Gensynsdag 2007 Alumni, ASB: The Keynote Speach: The company s responsability Life before Profit. 6

8 The driving forces behind social responsability are manifold. Social responsability is initiated and enforced through governments, through associations (i.e. Fairtrade) user movements (i.e. Wikipedia, Linux) as well as through individual entrepreneurs, through the educational institutions and through commercial corporations. It is important to stay alert to the incremental and radical innovations that are carried out not only in the private commercial sector but also in the public sector as well as the initiatives taken in semi-public institutions and foundations (i.e. the foundations of Bill Clinton, Bill Gates). It may come as a surprise that the public sector in Denmark accounts for the largest part of social innovations. The reasons why the private sector is an important driver on social responsability are manyfold: No country has ever achieved development in the absence of economic growth and business is the main driver for economic development (WBCSD) 6 Given the right conditions, the private sector can improve the lives of people in the lowincome segments. Cooperations are needed between different sectors and sizes of companies and branches with expertise and acces to capital and political contacts aiming to up-scaling the operations and to fulfilling their potentials. Olsen and Svendsen argue that the development of society, services and products in the time to come is heading against that we must understand that implementation of innovation (both economic, technological and social innovation) is becoming a social proces, because a growing number of innovation activities in companies and society is considering meeting human needs. It contains such great and important potential that neither companies nor society can ignore it or let developments occur incidentally. Social growth, and in turn social innovation, will become one of the strategic focal points of the future. (Olsen, Svendsen) The growth in different forms of social webbased meetingrooms, networks and rooms for development have placed the social processes in a central position, when it comes to visibility, knowledge sharing and introduction of new posibilities. 6 From Doing business with the world The new role of corporate leadership in the global development. 7

9 Web 2.0 enables dialogue among a great number of individuals and groups across the world and increases a range of democratizing processes and creations, and it creates the opportunity for co-creation and knowledge sharing across nations and cultures. The social media are beyond control and at the same time impossible to ignore. Digital media and related communities possess immense potential for creating social innovation. There is as well more and more attention to the importance of co-creating with different kinds of stakeholders. It seems that openness, transparency and clear communication is needed to build trust and mutual understanding. The partners need to show respect for differences in approach, competences, time frames and objectives. It is as well important to focus on achieving mutual benefit in a manner that enables the partners to meet their own objectives as well as common goals. At last it is evident to understand the needs of local partners and beneficiaries, with a focus on building their own capacity and capability rather than creating dependence. One huge dilemma here is the responsibility paradox, which is the fact that stakeholders are holding corporations more responsible for their actions and communications than ever, while corporations understand their responsibilities to stakeholders even less, due to globalizations, social media ect. In Denmark, the National Institute of Social Research has followed developments in companies practices in the area of social responsibility throughout the past eight years. They conclude that it has grown, according to all indicators. 7 That CSR has come to stay is a safe conclusion. Consumers are increasingly politically-minded and aware of social perspectives. Employees want to identify with the values of their company. New media have contributed to increasing transparency. Competition is global and consumers can easily find alternatives. The media, politicians and authorities have become more demanding in relation to corporate behavior. 7 Danish Social Minister Eva Kjer Hansen s speech to the council for volunteer social work (rådet for frivilligt socialt arbejde) September the 27 th

10 A pol from 2008 shows that social responsibility is important for danish habitans in job. 31% out of participants claims that social activities in their compani is of big or decisive importans for them. 47% claims that realizing of social responsible activities in there company make them have a more positive opinion of there workplace, and 40% claims that social responsible activities in their company make them proud. 8 There is a heavy increase in number of companies, that not only pay attention to social responsability, but concrete makes different forms and ways of measuring their ethetical work and social responsability (Morsing, 2007), although most firms still conceptualize CSR primary as a tool to reduce risks and oprational cost (Hockerts, 2008). My choice of subject, and subject delimitation. I started late 2006 trying to get an overview over the field of Social Innovation. Social innovation is a new science field in Denmark and Global. Several different definitions exist depending of nation, approach and socio-political and cultural background Berlingske Tidende, April 4 th The analyzing Institut Zapera asked workers and leaders in job about social responsability in their company. 9 Social innovation is how cities, national governments and businesses solve compelling challenges facing society such as urban growth, traffic congestion, an ageing population, chronic disease or unemployment by designing and developing new and more effective approaches.( 10 Innovation is often given complex definitions. We prefer the simple one: new ideas that work. This differentiates innovation from improvement (which implies only incremental change); and from creativity and invention (which are vital to innovation but miss out the hard work of implementation and diffusion that makes promising ideas useful). So social innovation refers to new ideas that work in meeting social goals. Defined in this way the term has, potentially, very wide boundaries from gay partnerships to new ways of using mobile phone texting, and from new lifestyles to new products and services. (Mulgan, 2006). 11 "New ideas that work to meet pressing un-met needs and improve people s lives. Jeoff Mulgan, The young Foundation, London 12 Social innovation is the driving force and energy, that makes people go together well Erik Rasmussen in interview August the 7 th Examples on succesfull social innovasitons with Global impact: The Open University and many other models of distance learning, Fair Trade with 2500 shops in Europe alone, Greenpeace, Grameen Bank -microcredits, Linux software and other open source methods such as Wikipedia and The Women s Institute (grundlagt i Canada i 1890érne), (Mulgan 2006, p.14). I Danmark kan nævnes Andelsbevægelsen fra 1899 og Højskolebevægelsen fra

11 Social innovation was unfolded as a phenomenon in Denmark for the first time as a competitive issue in the annual rapport from Innovationsrådets Director Erik Rasmussen claims about the Danish and Nordic version of social innovation: Det der funderer de danske sociale innovationer er en sociologisk selvforståelse, der i virksomheder og organisationer indbefatter lav magtdistance, inklusion, fleksibilitet, villighed, høj grad af autonomi, at være god til at lytte til hinanden, udvise respekt, vise åbenhed, transparens og besidde en antiautoritær holdning. Disse humane kompetencer medfører, at vi er mere debatterende, diskuterende, selvhjulpne. udviser tryghed, kreativitet, er stærke på eget initiativ, danner selvstyrende grupper mv. og Danmark er laboratoriet, og det stærkeste eksempel i verden på social innovation. 15 The concept of social innovation is in my project to be understood as society innovation, that is, innovations that on top of creating value for the individual social entrepreneur or a specific organization or firm, also create value for stakeholders and for society at large. The term social innovation represents a field, that contains a huge amount of activities and different ways to find solutions to social needs. So still this field is much to brought to navigate in due to a three-years PhD-project. To work in a more precise and delimit field than Social Innovation or Social responsability are, I have lately (nov 2007) chosen CSR in SME s to be my field. 16 This decision have caused a change in 2. Adviseor from March 1 st 2008 to professor Mette Morsing from the Center for CSR at CBS. 14 Social innovation is not unique to the non-profit sector. It can be driven by politics and government( for example new models of public health), markets (for example open source software or organic food), movements (fair trade), and academia (pedagogical models of childcare), as well as social enterprices (microcredit and magazines for the homeless). Many of the most succesful innovators have learnt to operate across the boundaries between these sectors and innovation thrives best when there are effective alliances between small organisations and Social innovationentrepreneurs and big organisations which can grow ideas to scale. (Mulgan 2006 p. 4) 15 The authers interview with chef editor on Huset Mandag Morgen Erik Rasmussen August the 7 th The EU defines SME s bese don employee number, turnover or balance sheet total and ownership. An SNE has fewer than 250 employees, and either an annual turnover not exceeding ECU 40 milliones, or an annual balance sheet total not exceeding ECU 27 millione, and is an independent enterprise, i.e. 25% or more of the capital or voting rights cannot be owned by large enterprise/s. 10

12 Over the past three decades scolars and economists have been paying attention to weather CSR can bee a business-case or still just reprecents mere drain on a firms profit (Hockerts, 2007). One of the decisive arguments for companies to engage in and implement CSR-strategies is (besides the allready mentioned) exactly the possibitity to measure a direct growth in revenue. This brings as well innovation, marked and businessstrategies on the agenda of my researchproject, to higher the posibility for upscaling and valuecreating for everyone involved. men jeg vil undersøge specielt hvordan SMV s gennem CSR bidrager til Specielt vil jeg se på de udfordringer den CSR-ansvarlige (Head of sustainability) har i virksomheder, der arbejder seriøst med innovation, stakeholders og implementering af CSRstrategier at udvikle virksomhedernes forretning. I will focus my project more on external issues (stakeholders, sustainability, global concerns) that internal issues (organisational behavior and HR). There is a need for realization of ideas that creates long-term fundamental changes in the mechanisms that organize the world as a system, and does it in a way that help people solve or eliminates the problem on their own. It could be a change of markets, change of consciousness or mental patterns. One way of bringing eagerness, idealisme and proactive approach into the CSR-field could be looking at how (social) entrepreneurs (in this case educated Kaospilots ) succed. They are often characterizes by aiming against social and system changes through strong visions and long term perspectives. Another important issue to consider, for organisations and companies in the social innovative business, is the attention on establising binding and valuecreating partnerships with all the relevant stakeholders. What the SME s are not able to do, they can manage in cooperations with the large corporations. For clarification, please go to my researchquestions on page

13 It seems like solid knowledge and models about implementation of radical innovative CSRsolutionens (with long term economic and social impact and valuecreation for stakeholders) can bring new to the CSR-field. Furthermore it seems that their is a need for operational models to make these CSR-solutions a part of an exsisting business strategy, with value creation on a tribble buttle line. Company case (The Kaospilots) Short case presentation Please look into inclosed material and My assignment for the Kaospilots The Kaospilot tagline International School of New Business Design and Social Innovation, gives my Ph.D-project a central placing on the organisations strategic agenda. 17 The Kaospilots have a need for both theoretical strengthening and inspiration through cases and my empirical material. The project is expected to: Supply staff and students new knowledge about CSR, theory, methodes, tools, innovation in general and social innovation specificaly. Supply new knowledge from the empirical findings (qualitative research in 5 kaospilot firms) Inspire to new businessmodels in the field of social innovation and CSR, for improvement of the economical situation at the Kaospilots, based on interviews with CEO Christer Lid zelius among others. Inspire staff and students through conversations, articles, presentations, lectures, workshops and/or s containing findings or other kind of inspirations 17 Kaospiloterne er en praksisorienteret iværksætterskole og virksomhed, og miljøet beskæftiger ikke i øjeblikket en researcher eller anden videnskabelig medarbejder indenfor forandringsprocesser, intervention og innovationmiljøet har heller ikke tidligere haft en forsker ansat og har et stort ønske om at styrke fagligheden generelt. 12

14 inject new capital, knowledge and network through workshops especially in the subject innovative CSR-strategies Deliver a website or a blog that collect and communicate new knowledge in the field, rapports, papers, links, cases and articles. The target group for this digital service is Kaospilot staff, students and alumna. The will aswel be avalable for scolars and other interested in the subject and the findings. 13

15 Theoretical platform Innovation Der er forsket og udgivet store mængder af bøger, artikler og papers indenfor emner som corporate innovation, innovationsledelse, innovation indenfor fysiske produkter (nanotek., medicin, højteknologi, IT, mm.) og strategisk innovation (Hildebrandt 2005, Darsø 2001, Drejer 2004, Drucker 1998, Hougaard 2005, Johansson 2004, Kao 2002, Kim 2005, Ridderstråle 2004). Innovationsteori er bevægelsen (Drejer, 1996) klart gået bort fra teknologisk innovation (Bhalla, 1987) i retning mod først strategisk innovation (Dussage et al., 1991) og senere mod, hvad der i dag forstås som social innovation. Med andre ord er der sket først en klar udvidelse af innovatiobegrebet til at omfatte meget mere end teknologi- og produktudvikling til også at omfatte branding, kompetencer og forretningsmodeller (www.doblin.com) og senere en redefinering af selve formålet med innovation (Bessant et al., 2005). Det sidste implicerer nye måder at opfatte innovation og formålet med innovation på. Lead user centered innovation og web 2.0 er afgørende nye fænomener. Meget er også publiceret om den innovative videnvirksomhed (Radich, Printz, Drejer, 2006) og om usercentered innovation, lead users innovation og democratizing innovation (Von Hippel), (Lettl). Strategy-Lab, etableret i 2004, er med professorerne Anders Drejer i spidsen, helt centralt placeret forskningsmæssigt med en række publikationer, indenfor innovation og strategisk forretningsudvikling. I Strategy-Lab arbejdes bl.a. med sammensmeltningen af strategi og forretningsudvikling dvs. balancen mellem effektiv drift og kreativ, idéskabende og innovativ forretningsudvikling (Fra Strategy-Lab s hjemmeside). Begrebet innovation blev oprindeligt indført af den østrigske økonom Joseph Schumpeter i 1930erne. Mange forskere og praktikere har sidenhen bidraget med definitioner og værktøjer til implementering af innovationer. I et dansk bidrag defineres innovation således: Innovation finder sted, når en virksomhed udvikler en ny produktionsproces, et nyt marked eller en ny serviceydelse og introducerer den på markedet eller i produktionen. Den virksomhed, som kommer først med nyheden, er 14

16 en sand innovator, mens de, som senere indfører nyheden, kan betegnes som imitatorer. I virkelighedens verden er forskellen mellem innovation og imitation ikke særlig klar (..). (Lundvall 1999, s 29). Radical innovation transforms the relationship between customers and suppliers, restructures marketplace economics, displaces current products and... provides a platform for... longterm growth (Leifer, 2000). Innovation referer til den totalproces for virksomheden, hvorved nye ideer bæres frem til praktisk anvendelse. Innovation er skabelse og ibrugtagning af nye ideer, processer, produkter og serviceydelser, som giver kunden forbedret værdi eller på anden måde bidrager til virksomhedens målopfyldelse (Drejer, 2001). Innovation... is the conception, early adoption and implementation of significant new services, ideas or ways of doing things as government policy in order to improve or reform services, ideas and ways of doing things (From the editorial board of The Innovation Journal, 2005) Engelske Doblin Group (www.doblin.com) definerer områder for innovation på tværs af virksomhedens værdikæde og får derved de følgende kategorier for innovation: Kategori Forretningsmodeller Networking Understøttende processer Kerneprocesser Produktperformance Produktsystem Service Distributionskanaler Eksempel f.eks. den måde Skype har sammensat en helt ny måde at nå telekunderne på i deres forretningsmodel. f.eks. den måde hvorpå Zentropa har organiseret sig i et dynamisk og handlekraftigt netværk af mange forskellige organisationer i filmbyen. f.eks. den måde hvorpå Middelfart Sparekasse har skabt selvorganisering som en måde at arbejde internt i organisationen på. f.eks. den måde hvorpå Lån & Spar bank har arbejdet med excellent eksekvering i virksomhedens kerneprocesser f.eks. den måde hvor på Oticon har øget performance på høreapparater markant med nye komponenter og teknologier f.eks. den før nævnte Ramp Snake, der på en ny og drastisk forbedret måde løser et eksisterende problem for kunderne. f.eks. den anderledes service som Ryanair tilbyder kunderne end konkurrenterne. f.eks. den måde Årstiderne er lykkedes med at finde helt nye veje 15

17 til (mange nye) kunder. Brand f.eks. den måde KIMS har skabt et meget stærkt brand i kundernes bevidsthed og bruger dette brand til succesfuldt at lancere nye og højtprofilerede produktvarianter, der kan sælges til en overnormal pris i markedet. Kundens oplevelse f.eks. den totaloplevelse som FCK er i stand til at give klubbens tilskuere i forbindelse med en fodboldkamp, og som gør, at FCKs tilskuere bruger markant flere penge på totaloplevelsens end de fleste andre klubbers. Fig 2. Kategorier for innovation, Doblin Group (www.doblin.com). Erik Rasmussen (Huset Mandag Morgen) tog initiativ til at nedsætte Innovationsrådet i 2003, hvis medlemmer og udvalg løbende udgiver rapporter (Årsrapport 2005, Innovative Danmark), working papers (Drejer, Anders m.fl. 2006: Innovation Governance ) og som i 2006, i samarbejde med Center for Ledelse og Strategy-Lab, gennemførte den første InnovationCup; en innovationskonkurrence om innovationskraft i danske virksomheder og organisationer. Center for Ledelse, Fremtidstanken og en række eksperter udgav i 2006 A model for Innovation Management : The seven circles of innovation, der er baseret på internationale feltstudier og best practice. Under innovationsrådet er også oprettet en arbejdsgruppe, der har arbejdet med fænomenet Innovation Governance 18 I deres første paper er oplistet at innovation bl.a. kan være: et nyt product, en ny værdiskabelse, et nyt brand, en ny fremstillingsproces, skabelse af et nyt marked, adgangen til en ny kilde til ressourcer, strukturel restrukturering af branchen eller en ny strukturering af værdikæden (Drejer et al, 2006) Innovationernes omfang og karakter er i høj grad betinget af de forskellige former for samspil, virksomhederne indgår i; samspil med andre virksomheder i ind- og udland, samspil med uddannelsesinstitutioner, samspil med videns- og forskningsinstitutioner mm. Disse organisationer og samspil kan betegnes som et innovationssystem. 18 Arbejdsgruppen nedsat af Innovationsrådet består af Professor Anders Drejer, Handelshøjskolen i Århus, Redaktør Mikael Lindholm, Huset Mandag Morgen, Forskningsdirektør Per Falholt, Novozymes, Adm. Dir. Anne Skare Nielsen, Future Navigator, Adm. dir. Peter Schou, Lån & Spar Bank, Innovationskonsulent Trine Nielsen, Copenhagen Crossroads, Adm. dir. Mikkel B. Rasmussen, ReU, Foreningsformand, Lars Bytoft, IDA og Forskningsdirektør Lars Bo Madsen, Coloplast. 16

18 Innovation nævnes ofte i sammenhæng med iværksætteri og intrapreneurship. Jeg ser dog ikke sammenhængen som så tæt. For det første: flertallet af iværksættere kan næppe betegnes som innovative. For det andet: der foregår megen innovation i sammenhænge, hvor det ikke drejer sig om at starte egen virksomhed, f.eks. i det offentlige. 17

19 Social innovation Social innovation er et nyt forskningsfelt i Danmark såvel som globalt med mange bidragydere: (Hockerts, 1999, 2003, 2004; Morsing, 2006; Hulgaard; Ellerup Nielsen; Thomsen; Bornstein, 2004; Lauring; Drucker, 1989; Drejer, 2004; Green 2005, Scharmer, 2006; Epstein, 2005; Florida, 2005; Von Hippel, 2005; Hougaard, 2005; Mulgan/The Young Foundation, 2006; Nelson, 2006; Porter, 2006; Michael E. And Teisberg, Elizabeth Olmsted,May 2006 og Tølbøll, 2006) Den anerkendte amerikanske strategiprofessor fra Harvard Business School, Michael Porter arbejder med at virksomheder kan forbedre deres langsigtede forretningsmæssige muligheder ved at koble sociale og økonomiske mål (Knudsen, 2006), og med Creating Value-Based Competition on Results (Porter 2006) Der forskes i corporate doners (Epstein, 2005), og i kortlægning af succesfulde sociale entreprenører verden over (Bornstein, 2004). Der eksisterer flere forskellige definitioner af social innovation, se venligst note Den definition, som dette project forholder til er: "New ideas that work to meet pressing un-met needs and improve people s lives. Jeoff Mulgan, The young Foundation, London. The fenomenon of social innovation is in my project to be understood as society innovation, that is, innovations that on top of creating value for the individual or a specific organization or firm, also create value for stakeholders and for society at large. The term social innovation represents a field, that contains a huge amount of activities and different ways to find solutions to social needs. The driving forces behind social innovations are manifold. Social innovations are initiated and enforced through governments, through associations (i.e. Fairtrade) user movements (i.e. Wikipedia, Linux) as well as through individual entrepreneurs, through the educational institutions and through commercial corporations. It is important to stay alert to the incremental and radical innovations that are carried out not only in the private commercial sector but also in the public sector as well as the initiatives 18

20 taken in semi-public institutions and foundations (i.e. the foundations of Bill Clinton, Bill Gates). The public sector in Denmark and scandinavia counts for the largest part of social responsable activities; and some of them are innovative (social innovation). Et centralt dokument om social innovation er udgivet af The Young Foundation med hovedsæde i London. Organisationen udgav i 2006 under ledelse af Georg Mulgan Social Silicon Valleys A manifesto for social innovation: What it is, why it matters and how it can be accelerated. 19

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