B The Change Georgia with Nathan Stuck · 2026-05-12 · 41 min
In today's episode, Nathan Stuck sits down with his former professor, Dr. Sundar Bharadwaj, the Coca-Cola Chair of Marketing at UGA, to unpack how social impact can become a firm's most significant competitive advantage. Sundar shares his journey from working with Amul, an Indian dairy cooperative that revolutionized farmer cash flow, to researching how modern multinationals leverage purpose to disrupt stagnant categories. Nathan and Sundar dive deep into the "Marketing-Finance Interface," discussing why marketing metrics often fail to reach the C-suite and how to reframe impact as a demand driver rather than a cost center. Sundar provides a framework for leaders to move beyond performative CSR and instead bake impact into the very core of their products. RESOURCES RELATED TO THIS EPISODE Learn more about Sundar's work via his Terry College of Business Profile Order Sundar's book: Good Growth: How Brands Win with Social Impact
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