What’S The Sociality That Moves People?

One of the characteristics of businesses in emerging markets is the high sociality. Sociality is defined as the extent to which a person or a group has the tendency to develop social links and live in communities. Using this theory, a company that incorporates sociality into its strategy can: create high awareness; motivate employees; acquire external support such as investments; align stakeholders’ interests with company goals; and, thus become a more desirable company for customers. Indeed, such sociality can also become a new source of competitive advantage for companies in both advanced economies and emerging markets, although a stronger sociality can be expected in emerging markets due to the collective nature of the society. However, it may be difficult for companies to obtain support from people to subscribe to the notion of this kind of strategy even though people recognize that they should engage in some kind of social activities. We all have natural instinct to work with others beyond our self-interests, and when we do that we have a high psychological satisfaction as well. The objective of the study is to understand what kind of social activities draws people together which can contribute to advancing goals and missions of companies.