# Can Doing Good Create Business Value?

- Link: https://www.thailand-business-news.com/pr-news/can-doing-good-create-business-value
- Published: 2026-09-10T19:58:00+07:00
- Author: PR Newswire

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**New Book Shows How Companies Can Move ESG Beyond Compliance to Value Creation**

BEIJING, Sept. 10, 2026 /PRNewswire/ — As sustainability reporting moves into a 
new phase across Greater China, companies face a question that disclosure rules 
alone cannot answer: can doing good also create business value?

 [⌊Cheung Kong Graduate School of Business Professor Publishes New Book on Business for Good⌉](https://mmx.prnasia.com/media/MS1985671/20260910064206EDT_image_1.jpg?id=OA2941131&p=medium600)

Cheung Kong Graduate School of Business Professor Publishes New Book on Business
for Good

The Book _Business for Good: The Power to Create Change_ addresses this question.
Written by [Rui (Juliet) Zhu](https://english.ckgsb.edu.cn/faculty/zhu-rui-juliet/),
Professor of Marketing and Director of the Research Department on ESG and Social
Innovation at Cheung Kong Graduate School of Business (CKGSB), the book defines 
Business for Good as integrating social value into an enterprise’s core strengths
so that social progress can also generate commercial value. Rather than treating
responsibility as something done only after profits are made, it argues that solving
real social problems can be built into the business itself.

The argument is grounded in a decade of teaching and research at CKGSB and tested
against more than 2,300 alumni projects in their companies. Two practical tools 
translate the research into action. The Business for Good Triangle Theory brings
together co-benefit philosophy, institutional safeguards and strategic integration,
while the Action Map identifies 35 entry points across environmental, social and
governance dimensions for organisations of different sizes to find a practical place
to begin.

"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. The challenge for companies today is to move beyond
compliance and build systems in which doing good becomes part of how the business
succeeds," noted Professor Zhu.

For international readers, the book offers a window into Chinese business practice
that is globally relevant but still relatively underrepresented in English-language
ESG literature. Alongside global companies such as Patagonia and LEGO, it examines
Chinese enterprises including Haidilao and the recommerce company ATRENEW, documenting
successes, failures and course corrections. Drawing on behavioural psychology, Zhu
argues that sustainability programmes often fail when they work against human behaviour;
better design can make responsible choices easier to adopt and sustain.

_Business for Good: The Power to Create Change _is available on [Amazon](https://www.amazon.com/Business-Good-Singapore-University-Scientific/dp/9819831989/),
[World Scientific online bookstore](https://www.worldscientific.com/worldscibooks/10.1142/14844#t=aboutBook),
and other online platforms.

The author is available for interview and commentary on ESG and sustainable business
strategy.

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