Completing Capitalism Book Cover

Heal Business to Heal the World

Leaders in the business world have believed that their sole responsibility is to maximize profit for shareholders. But, 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.


Introduction to Economics of Mutuality Research:
Mars Inc

Highlights from the Responsible Business Forum 2017:
Making Business Mutual


  • “ It's an approach that can deliver greater value to society and the environment and also deliver superior business returns—a ‘win-win-win' for all stakeholders in a corporate value chain... It is not just about doing good but is good for business.”

    • Olivier Goudet
    • CEO, JAB Group, and Chairman, Anheuser-Busch InBev
  • “ ... the great essay of Bruno Roche and Jay Jakub proposes a vision and practical solutions for a responsible capitalism based on reciprocity and shared prosperity.”

    • Dinah Louda
    • Executive Director, Veolia Institute, and advisor to the CEO of Veolia
  • “ The journey that Jay Jakub and Bruno Roche are proposing is a difficult one but a promising and fecund one. This is, I believe, the only reasonable option. Now is the time if we want to eradicate poverty in our generation. And here is how.”

    • Bertrand Badré
    • CEO, BlueOrange Capital; Chair, Global Future Council on International Governance and Public-Private Cooperation, World Economic Forum; former Managing Director and Chief Financial Officer, World Bank Group; and former Group Chief Financial Officer, Société Générale and Crédit Agricole
  • “ The more complete form of capitalism put forward by Roche and Jakub is not about competitive advantage. But to be competitive in the future, companies will need to operate this way.”

    • Paul Michaels
    • Former CEO, Mars, Incorporated, and former executive, Johnson & Johnson and Procter & Gamble
  • “ Roche's and Jakub's superb scholarship is underpinned and supported by the practical reality of successful pilots and business world applications. They not only complete capitalism, they create and hand us a road map for responsible business in the 21st century.”

    • Dr. Frank Akers
    • Former Associate Director, Oak Ridge National Laboratory; Chairman, Mars Science Advisory Council; CEO, Oak Ridge Strategies Group; and Brigadier General, US Army (ret.)
  • “ Neither charity nor corporate social responsibility, but rather a way for sustained profitability, Completing Capitalism argues for making money in a way that remembers the meaning of the marketplace.”

    • Dr. Steven Garber
    • Principal, The Washington Institute, and author of Visions of Vocation and The Fabric of Faithfulness
  • “ The thinking is rigorous and backed up by careful research on how mutuality-based practices in social, human, natural, and financial capital can change the economic well-being of society. ”

    • Peter Block
    • Author of Flawless Consulting and Community
  • “ A must-read for today's business leaders who are ready to reinvent their world!”

    • Jean-Christophe Flatin
    • President, Mars Global Chocolate

Meet the Authors

  • Bruno Roche image

    Bruno Roche

    The chief economist of Mars, Inc., since 2006 and leader of Catalyst, a global thought leadership capability and internal think tank for Mars, Inc., where the ideas in this book were first proposed. Roche also is part of the World Economic Forum.

  • Jay Jakub image

    Jay Jakub

    The senior director of external research at Mars, Inc./Catalyst. Jay joined the Catalyst corporate think tank in 2007 and coleads with Roche this pioneering new business model initiative. He is also the author of Spies and Saboteurs.

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Completing Capitalism Book Cover