Social innovation model for business performance and innovation

Purpose - The purpose of this paper is to develop a social innovation model and understand the levels of communication of different social actors at different points of a social innovation project (at Hewlett Packard). The paper also looks into the effect of communication networks and power of words in social interaction in social innovation projects. Design/methodology/approach - The paper defines social innovation in the first part and how it differs from social entrepreneurship, corporate social responsibility and social business. The research focusses on the data available through the internet and the papers and articles related to social innovation experience of technology companies. A content analysis of the terminology that is used for social innovation projects during innovation process and the articles published will be the primary source for data analysis in the study. Findings - The study did illuminate the power of certain words that are repeatedly used in e-mails and articles, related to the social innovation which can give researchers an idea about the power of words in social innovation. Research limitations/implications - It is important for human resource managers and innovation leaders to look at innovation from the social motivational process and more strategic perspective rather than just from the science and technology perspective. The study concludes with the development of a model and partnership communication analysis for successful social innovation projects. Originality/value - The research will add value to the area of social innovation by looking into the importance of concepts and words used in social innovation. The study is looking into a new perspective of social marketing which is the power of words in a social innovation project.