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  • March–April 2019
  • Article
  • Harvard Business Review

The Dual-Purpose Playbook

By: Julie Battilana, Anne-Claire Pache, Metin Sengul and Marissa Kimsey
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Abstract

Corporations are being pushed to dial down their single-minded pursuit of financial gain and pay closer attention to their impact on employees, customers, communities, and the environment. But changing an organization’s DNA may require upending the existing business model and lowering profitability, at least in the short term. The authors’ research suggests that successful dual-purpose companies build a commitment to creating both economic and social value into their core activities. This approach, which they call hybrid organizing, includes: setting and monitoring social goals alongside financial ones, structuring the organization to support both, hiring and mobilizing employees to embrace them, and practicing dual-minded leadership.

Keywords

Hybrid Organizing; Business And Society; Organizational Change and Adaptation; Business Model; Goals and Objectives; Organizational Structure; Leadership

Citation

Battilana, Julie, Anne-Claire Pache, Metin Sengul, and Marissa Kimsey. "The Dual-Purpose Playbook." Harvard Business Review 97, no. 4 (March–April 2019): 124–133.
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About The Author

Julie Battilana

Organizational Behavior
→More Publications

More from the Authors

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    Democratize Work: The Case for Reorganizing the Economy

    By: Isabelle Ferreras, Julie Battilana and Dominique Méda
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    Sustainability for People and the Planet: Placing Workers at the Center of Sustainability Research

    By: Julie Yen, Julie Battilana and Emilie Aguirre
More from the Authors
  • Nicholas Kristof and Sheryl WuDunn: The Power of Writing to Launch and Sustain a Movement By: Lakshmi Ramarajan, Julie Battilana and Rachel Tropp
  • Democratize Work: The Case for Reorganizing the Economy By: Isabelle Ferreras, Julie Battilana and Dominique Méda
  • Sustainability for People and the Planet: Placing Workers at the Center of Sustainability Research By: Julie Yen, Julie Battilana and Emilie Aguirre
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