Maximizing Inclusion for Business Growth
BRIDGE IMAX – Inclusion Maturity Assessment and Capability Building – will help you future-proof your business by maximizing inclusion for growth. Offering a distinct competitive advantage, BRIDGE IMAX decentralizes inclusion, shifting its dependency from individuals, functions, or beliefs to structured operating policies, processes, and practices.
By unlocking the powerful collaboration between CDOs, CMOs, and CEOs, BRIDGE IMAX delivers a concrete approach to jointly lead the building of inclusive brands and companies in three phases:
Assess: Determine your organization’s inclusion maturity
Measure your inclusion maturity against 72 business practices in five dimensions of the workplace and marketplace, applying the same rigor you demand elsewhere in your business.
Identify: Pinpoint and prioritize gaps
Focus on the critical gaps in practices, policies, and processes across the
organization to leverage inclusion as a growth driver.
BRIDGE IMAX is currently being piloted by industry leaders:
Get Started with IMAX
Find out how BRIDGE IMAX, the industry-first framework for operationalizing inclusion, can drive growth for your organization. Download our one-pager for more information.
The Origin of IMAX
IMAX is the culmination of a cross-sector research collaboration between academia and industry. Developed with BRIDGE’s Board of Directors, Research Steering Committee, and a distinguished academic team from Emory University, The University of Georgia, and Indiana University, BRIDGE IMAX represents a new approach to inclusion as a growth driver.
The Research Team
Professor in the Practice of Marketing and the Director of Education / Business & Society Institute, Goizueta Business School
The Coca-Cola Company Chair, Professor of Marketing
Terry College of Business, University of Georgia
Assistant Professor, Marketing
Kelley School of Business, Indiana University
The Focus
Steeped in meticulous examination, the research revealed the practices that contribute to the equities and inequities affecting under-represented communities in the marketplace, including product availability, pricing structures, and services.
The Insight
“We specifically focused on the marketplace because this space has received very little academic or managerial attention,” said Dr. Rodríguez Vilá. “Our investigation also uncovered workplace behaviors and dependencies critical for the marketplace to succeed.”
The Methodology
The research included a combination of the BRIDGE Voices of Inclusion Research with interviews of close to 50 CDOs, CMOs, and CEOs, as well as an extensive academic review of existing research literature, and consumer sentiment research. Leverage inclusion to drive your business growth.
The Steering Committee
Co-Chair
Global Chief Marketing Officer
Co-Chair
VP Strategy, Insights and Analytics,
Global Chief Marketing Officer
Former Chief Marketing Officer
Chief Marketing Officer, Owner
Global Chief Strategy Officer
Chief Customer Officer
Chief Diversity, Equity and Inclusion Officer
CMO
Chief Business Equity Officer
Senior Advisor
Former VP, Enterprise Marketing Excellence
CEO/CMO
Associate Vice President, R&D Salty Snacks
Former Chief Diversity Officer
VP, Chief Diversity Officer
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