Abstract
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on business transformation meeting global challenges. It discusses the impact that Principles for Responsible Management (PRME) has made in the last decade with its ongoing fostering of the business transformation process. The book demonstrates, innovation can be described in many different ways and with different emphases. It defines innovation as novel, smart and scalable solutions to societal challenges that meet new requirements, unarticulated needs, or existing market and societal needs. The book presents lessons learned and implications for a challenge-driven business and societal transformation. It introduces business transformation for sustainable future based on the three concepts of sustainability, innovation, and transformation. The book examines the role of individuals by discussing the transformation of people to a better life and better world – the real purpose of marketing.
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