ABSTRACT
Chapter 15 builds on Chapter 14 by noting how many of the same core values of the emerging global digital culture are integral to creating shared value and running a sustainable social enterprise. Specifically, it examines the organization's evolution from a social enterprise to a Digitally Integrated Organization (DIO). In 2006, Professor Muhammad Yunus defined social business (aka social enterprise) as a non-dividend company created to solve a social problem. Like a non-governmental organization, it has a social mission, but like a business, it generates revenues to cover costs and is financially sustainable. Within the context of digital marketing, the social enterprise is an organization that aligns its digital media strategies with sustainable goals. It's both inward and outward-focused, deeply integrating digital technologies across the entire organization and touching all stakeholders to drive social and business impact internally and externally. This is important to understand, as the two concepts are necessarily interwoven. In simple terms, digital transformation drives social enterprise. The chapter goes on to enumerate eight characteristics that drive digital transformation and define a social enterprise: beyond the social enterprise is the DIO. The DIO combines emerging technologies and digital marketing strategy with core human values to generate abundance for all stakeholders—its employees, partners, shareholders, customers, and the greater community. Chapter 15 concludes with a review of guidelines for the DIO.
