Communication practices in the diffusion of social-business innovation: Insights from B-Corporations

ompanies innovate the value proposition by integrating social and business is- sues to balance value across multiple actors, thus ensuring the creation of social- business value. Social-business innovation requires that multiple actors come to- gether to align perceptions and expectations and create shared meaning for the de- velopment and diffusion of innovation. The debate on the diffusion of social-busi- ness innovation is still in its infancy. This paper focuses on the communication prac- tices of social-business innovation, aiming to analyse this participative process through three main issues: 1) the actors to be involved; 2) the goals to be achieved; 3) the actions to be performed. Specifically, we investigate the efforts of B-Corps to address social challenges by adopting a practice-based approach.