Book Announcement
Cheung Kong Graduate School of Business (CKGSB) announced the publication of a new title, Business for Good: The Power to Create Change, authored by Professor Rui (Juliet) Zhu, who serves as CKGSB’s Professor of Marketing and Director of the Research Department on ESG and Social Innovation.
Core Premise
The book defines “Business for Good” as the integration of social value into an enterprise’s core strengths so that social progress also generates commercial value, arguing that responsibility should not be an after‑profit activity but embedded within the business model itself.
Research Foundations
The concepts are grounded in a decade of teaching and research at CKGSB and are tested against more than 2,300 alumni projects across their respective companies.
Practical Tools
Two tools are presented: the Business for Good Triangle Theory, which combines co‑benefit philosophy, institutional safeguards and strategic integration, and the Action Map, which identifies 35 entry points across environmental, social and governance dimensions for organisations of varying sizes to begin implementation.
> “Business for Good is not about choosing between profit and purpose, but about integrating social value into what a company already does well, so that solving real problems can also create commercial value,” Professor Zhu stated.
Illustrative Cases
The book examines global firms such as Patagonia and LEGO alongside Chinese enterprises including Haidilao and the recommerce company ATRENEW, documenting successes, failures and course corrections to illustrate how ESG initiatives can be aligned with business performance.
Availability and Media Contact
Business for Good is available for purchase on Amazon, the World Scientific online bookstore and other online platforms. The author has indicated availability for interview and commentary on ESG and sustainable business strategy.
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