Research Partnership To Explore The Concept Of Mutuality As A Business Model

October 15, 2014 /3BL Media/ - The traditional model of the firm is under scrutiny. A combination of the financial crisis, misconduct by financial institutions, controversial executive remuneration packages and tax practices has undermined confidence and trust in corporations. Yet, principled businesses can and do play a positive role in helping to make the world a better place – while supporting sustainable growth. It is in this context that Mars, Incorporated and Saïd Business School have announced a pioneering, multi-year research partnership to explore the potential for building “mutuality” into business models. The study defines mutuality as the aim to create lasting positive benefits across stakeholders through an organization's activities, including its employees, suppliers, customers and communities.

The project will explore a new business management theory based around mutuality that might inform the next generation of business leaders, and engage industry in ongoing learning about what is possible for business when it comes to bettering society. The development of this business theory is intended to help provide measures of mutuality, evaluate its effect on business practice and performance, and examine the factors that influence its adoption in corporations. The project seeks to expand managerial focus beyond simple profit to take into account the full cost and potential benefit for business, society and the planet by doing business according to principles of mutuality, and addresses the new forms of scarcity – human, social and environmental. 

The collaborative research program will build on the thinking, research and experience of Mars, Incorporated, as a company that has been striving to live up to its commitment to operate in a way that creates a mutuality for all stakeholders through its successful operations since it was first articulated as the objective of the business in 1947. 

Stephen Badger, Mars Board Member said: “Mars Associates have been striving to bring to life Forrest Mars, Sr.’s business objective of creating mutuality for all stakeholders for more than seven decades and four generations. We sincerely believe that business has an important role in bettering the world today and for future generations. We are inspired by the opportunity to play a role in redefining the business model of the future with partners like Oxford, and learning about how to be a better, more mutual business in the process.”

Professor Colin Mayer, who leads the research project added: “Saïd Business School is dedicated to teaching and research on responsible capitalism. As part of this it is developing innovative programs of teaching and research that seek to embed responsible, inclusive capitalism in business school education and thinking. This collaborative research program with Mars on mutuality will be fundamental to that process. It will develop measures of mutuality, evaluate its effect on business practice and performance, and examine the factors that influence its adoption in corporations. We are extremely excited about this partnership with Mars which we believe could be instrumental in educating a new generation of business leaders.”

It is envisaged that the research will begin with an initial one-year project which will steer a subsequent four year programme. 

For further information or to speak with Professor Colin Mayer, please contact the press office at Saïd Business School