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.


English Edition
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Chinese Edition
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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
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Applied Research
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Literature Reviews
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