Achieving Business Success by Developing Clients and Community: Lessons from Leading Companies,Emerging Economies and a Nine Year Case Study

ABSTRACT Empirical evidence and recent revisions of conventional business doctrine indicate that companies that actively promote social performance and develop their clients' markets and skills as part of business strategy have a better chance of achieving sustainable profitability and growth than those that do not. This article discusses how landmark companies, emerging economies, and in particular a Latin American company sustained success over long periods of time by developing socially‐focused strategies. By applying the Megaplanning methodology to the development of clients and the social environment during a three‐year period, an Argentinean refinery developed its local and regional market, increased its revenues and market share and reduced turnover and costs generated by social conflict, outperforming its previous conventional, Macro‐focused business strategies.