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The New Pioneers: Sustainable business success through social innovation and social entrepreneurship

ISBN: 978-0-470-74842-8
276 pages
August 2010
The New Pioneers: Sustainable business success through social innovation and social entrepreneurship (0470748427) cover image


New times create new needs – and new needs require new solutions. The New Pioneers is a practical guide for capitalists and idealists on how to navigate in the new economic world order.

It is about the social megatrends that are shaping our lives in new ways and creating a new face of capitalism. And it is about the pioneers that are paving the way for the new business revolution: this century's generation of visionary leaders, social entrepreneurs and social intrapreneurs.

'Hardcore business people are realising that they can increase their profits by incorporating social responsibility into their business, and heartcore idealists are realising that the use of market methods helps them meet their social goals successfully,' argues Tania Ellis.

With a wide array of cases from all over the world Tania Ellis explains the key principles of sustainable business success. Read The New Pioneers to gain insight into the new rules that are paving the way for business unusual – for the benefit of humanity and the bottom line.

Learn more about The New Pioneers and join the movement of sustainable businesses and social entrepreneurs at www.thenewpioneers.biz

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Table of Contents

Foreword (Klaus Schwab)


PART I New Times – New Needs.

CHAPTER 1 Outer globalization.

A business world of disorder – the new business paradigm.

The great globalization race – how nations compete.

Five planets wantedenvironmental imbalances and growth principle.

More wealth and more inequalityeconomic imbalances and growth principle.

The silent killerssocial imbalances and growth principle.

CHAPTER 2 Inner globalization.

Generation MeWeconscious labour markets.

The Global Brainhybrid markets.

Collaborative problem solverscollective intelligence markets.

Civil power brokersactivism markets.

Conscious buycottersethical consumption markets.

PART II New Needs – New Solutions.

CHAPTER 3 The routes to sustainable business success.

The new faces of capitalismblurring sector borders and the fourth sector.

The value of social entrepreneurshipthree dimensions of the new business paradigm.

Responsible business 2.0from CSR to CSI and the four enabling Cs.

A business force for goodthe power of partnerships and converging fields.

CHAPTER 4 Visions for the future.

An evolutionary revolutionin the midst of a paradigm shift.

Utopias and pessimismabout hope and fear.

Everyone has a role to playand the power of YOU!


Further reading.


About the author.


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Author Information

Tania Ellis is a Danish-British prize-winning writer, speaker and business innovator, who specialises in social business trends.
With over 20 years of work experience from the business sector, 12 of the years in various management positions, and an Executive MBA from Henley Management College in London, she has extensive theoretical and practical experience in bridging people’s needs with business needs.
In 2003 Tania Ellis formed communications and consulting company Inspiratorium, where she gives advice and inspiration on social business trends to a wide range of national and international private, public and civil organisations.
As one of Scandinavia’s leading social business experts, Tania Ellis often features in the media as a trendspotter and opinion leader, and is a popular speaker and inspirator at events and projects that aim to create both social and economic value.
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"[Tania Ellis's] book shows the spectrum of thinking and concrete action around socially and ecologically responsible business that has emerged in the last decade. This spectrum is much wider than any label such as Corporate Social Responsibility, Corporate Global Citizenship, Social Investment, Social Entrepreneurship or Social Business would suggest, and her work in aggregating this information will go a long way to inspiring others to lead further into the future. It comprises exciting opportunities of engaging new actors and forging new partnerships to 'improve the state of the world'."
Professor Klaus Schwab (from the foreword), Founder and Executive Chairman, World Economic Forum; Founder, Schwab Foundation for Social Entrepreneurship

"The New Pioneers needs to be not only read – but more importantly acted on – by all of us at the frontiers of building and giving life to the new economy. As we enter the Age of Sustainability, it will be the abundancy of our talents that will drive innovation which sees the opportunity in extreme resource scarcity. To harness these talents across the globe, embracing different cultures on the basis of shared equity, we need to know what works and who is doing what, framed by a challenge to current mindsets. The New Pioneers provides all that - and much more"
Tony Manwaring, Chief Executive, Tomorrow's Company

"The world is changing and the new pioneers are the ones changing it. If you want to make sense of what's happening--or even better, if you want to help make it happen--read this book. It's a handbook for the global revolution!"
Alan M. Webber, Co-founding Editor, Fast Company magazine and Author, Rules of Thumb: 52 Truths for Winning at Business Without Losing Your Self

"We are living through one of history's great transitions – from the Age of Greed to the Age of Responsibility – and Tania Ellis's's "new pioneers" are at the leading edge of the revolution. This is a book that informs and inspires, reminding us that a better world is not only possible, but is already being created. It is an insightful window on a remarkable movement -- and a call to action for us all."
Dr Wayne Visser, Director of CSR International and author of The Age of Responsibility

"I welcome The New Pioneers, as a contribution to moving forward the vision of more ethical and sustainable businesses, reforming markets and growing "greener" economies worldwide. Tania Ellis has performed a great service and we hope this book is widely-read!"
Hazel Henderson, author of Ethical Markets: Growing the Green Economy (2006) and President, Ethical Markets Media (USA and Brazil)

"For 150 years we have directed companies on two false assumptions, viz. that planet earth had infinite resources and an infinite capacity to absorb waste. The consequence is an ecological crisis which has driven companies into a new economy – business as unusual and learning to make more with less. The New Pioneers illustrates that the stakeholder inclusive governance approach now prevails and everyone has a role to play to make the new face of capitalism work."
Mervyn King, Chairman of the Global Reporting Initiative

"Past explorers and pioneers found and exploited 'new worlds'. Humanity will need multiple planets this century to meet its growing agricultural, industrial and consumer needs, but we only have one. So we have to build a new world on the one planet we have. Tania Ellis shows how new breeds of social innovators and entrepreneurs are leading the charge."
John Elkington, Co-Founder and Executive Chairman of Volans, Co-Founder and Non-Executive Director of SustainAbility, and Co-author of The Power of Unreasonable People

"If you are joining the social entrepreneurship revolution, or seeking to apply its principles in a mainstream business setting, this insightful and incredibly well researched book sets out the rules of the road ahead."
John Grant, Author of Co-opportunity and The Green Marketing Manifesto

"Plan A is central to the future competitive success of Marks & Spencer, and to our future relationship with customers and suppliers alike. It is a powerful example that 'sustainable development' is making its way into the core of business strategy. It is no longer a nice-to-have, but a need-to-have. The New Pioneers – packed with case studies and guided by the principles which inform them – shows how companies are leveraging their competitive advantage and building innovative business models by putting sustainability into the core of their thinking and practice"
Richard S. Gillies, Director, Plan A, CSR & Sustainable Business, Marks & Spencer

"Like James Cameroun with his movie Avatar is changing the film industry from two dimensions to three dimensions, Tania Ellis's new book shows the changing face of business from a one dimensional profit focus to capitalism in three dimensions. The New Pioneers takes the reader on a step-by-step journey through the evolution of business and its stakeholders providing new insights, lessons learned and roads to walk for creating a future where business globally will play an important part of creating a better world today and tomorrow."
Mads Kjaer, founder of MYC4

"The New Pioneers is a very timely arrival that talks about developing future leaders and talent as businesses begin to recognize more and more that corporate sustainability is stretching the bandwidth of both current business models as well as their leadership profiles."
Anant G Nadkarni, Vice President – Group Corporate Sustainability, Tata

"In meticulous, convincing and heartening detail, Tania Ellis rolls out persuasive evidence that a “responsibility revolution” is well underway in the relationship between consumers and corporations. It is empowered by global communications networks the market revolutionaries of past generations – from Henry Ford to Ralph Nader – could never have conceived. It is inspired by indisputable proof – from climate change to the Great Recession – that we are indeed one world and that conscience is the best business model. Today, with governments having difficulty addressing some of the world's most perplexing problems, consumers, corporations and civil society must take the lead. As Ms Ellis documents so skillfully, that is precisely what they are doing."
William Becker, Presidential Climate Action Project

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