6 min read
Jan 2024






We want to engage a wide audience around the globe with Economics of Mutuality research and experience, so we’ve made our findings open and accessible to all through books, peer-reviewed journals, white papers, and multimedia content.

Putting Purpose into Practice:
The Economics of Mutuality

Edited by Colin Mayer and Bruno Roche:
Oxford University Press, English (2021);
China Translation and Publishing House, Chinese (2022).

Putting Purpose into Practice is a new book published by Oxford University Press that explores how the Economics of Mutuality empowers business to thrive by meeting the needs of the world.

It is based on fifteen years of in-depth academic research and business practice led by the Economics of Mutuality team, Mars and Oxford University’s Saïd Business School.

The edited volume includes chapters written by responsible business experts, as well as in-depth case studies covering a wide range of business contexts.

We believe that sharing knowledge drives impact, so we have made Putting Purpose into Practice free for all to access. You can read each chapter online by clicking the button below. To download a PDF version or purchase a hardback copy, visit the Oxford University Press website.



“This is the very essence of modern economics and management: a battle for purpose in a world of rapidly increasing complexity and confusion — not just having a purpose but making that purpose real at every level of the organization, especially when the odds are so often resolutely stacked against it.”

Colin Mayer and Bruno Roche
Putting Purpose into Practice: The Economics of Mutuality


Completing Capitalism:
Heal Business to Heal the World

By Bruno Roche and Jay Jakub:
Berrett-Koehler, English (2017);
CITIC Press Group, Chinese (2018).

For the past fifty years, leaders in the business world have believed that their sole responsibility is to maximize profit for shareholders. But this obsessive focus was a major cause of the abuses that nearly sunk the global economy in 2008.

In this analytically rigorous and eminently practical book, Bruno Roche and Jay Jakub offer a more complete form of capitalism, one that delivers superior financial performance precisely because it mobilizes and generates human, social and natural capital along with financial capital.

They describe how the model has been implemented in live business pilots in Africa, Asia and elsewhere. Recent high-profile books have exposed financial capitalism’s shortcomings, but this book goes far beyond by describing a well-developed, field-tested alternative.




Better Business Makes the Greater Good

By Colin Mayer:
Oxford University Press (2018).

What is business for? Day one of a business course will tell you: it is to maximise shareholder profit. This single idea pervades all our thinking and teaching about business around the world but it is fundamentally wrong, Colin Mayer argues. It has had disastrous and damaging consequences for our economies, environment, politics and societies.

In this urgent call for reform, Prosperity challenges the fundamentals of business thinking. It sets out a comprehensive new agenda for establishing the corporation as a unique and powerful force for promoting economic and social wellbeing in its fullest sense – for customers and communities, today and in the future.

Prosperity tells us not only how to create and run successful businesses but also how policy can get us there and fix our broken system.



“The greatest problems of all in doing well by doing good are not those outside the corporation, on the ground, or in the field, but inside the corporation itself. It requires vision and leadership for the company to recognize the potential benefits to the firm as well as its stakeholders from adopting such practices.”

Colin Mayer CBE
Peter Moores Professor of Management Studies,
Saïd Business School, University of Oxford


Research Papers



Business Case Studies
View in Knowledge Hub


Applied Research
View in Knowledge Hub


Literature Reviews
View in Knowledge Hub


Other Articles

7 min read
Mar 2024
Asia Economics of Mutuality Forum 24-25 April 2024

Korean and global leaders in business, academia, government, and civil society will gather at Hanyang University in Seoul, South Korea, to launch the inaugural Economics of Mutuality Foundation and Hanyang University’s Global Forum on the role of business and investing in society. The event will take place from April 24 to 25, 2024. The two-day event will include addresses by Professor Colin Mayer, former Dean of Oxford University’s Said Business School; Chairman Moon Kook Hyun, President of the New Paradigm Institute and former CEO of Yuhan-Kimberly, and Dr. Jay Jakub, the Executive Director of the Economics of Mutuality Foundation, and co-author of the book, “Completing Capitalism.” The event will highlight the roles of academia, corporations, investors, family offices and entrepreneurs in creating an ecosystem of mutual value co-creation by how companies deploy their capital in society.

2 min read
Mar 2024
Oxford Virtual Executive Education Program 2 May – 20 June 2024

Driving Impact Through Mutual Value Creation, an 8-week online course brought to you by Oxford University’s Saïd Business School and the Economics of Mutuality team, will equip you to walk the talk of Stakeholder Capitalism.

3 min read
Mar 2024
Nordic Economics of Mutuality Forum October 15-16

The first Economics of Mutuality forum to be held in Scandinavia, this event taking place October 15-16, 2024 will be hosted by Brandinnova, the Center for Brand Research at the Norwegian School of Economics (NHH), Jæren Sparebank, and the Economics of Mutuality Foundation.

24 min read
Feb 2024
How Witnessing an Economy of Greed Led Me to Pursue an Economy of Good

Tony Soh is CEO of the National Volunteer & Philanthropy Centre (NVPC) in Singapore. In this interview, he tells us how his experience of the global financial crisis led him to search for better ways of doing business. A graduate of the Oxford Economics of Mutuality Virtual Executive Education Program, he is working to build a movement around corporate purpose in his city