There is always strength in numbers. Any business operating in isolation might not always have the necessary resources, information and collaborative strength which a conglomerate or group might have. The collaboration could be initiated by the all the businesses themselves, or it could be done by interested citizens’ groups or not-for-profit organizations.
There could be several reasons for a group of entities to come together and collaborate. One could be to ensure that more of the common wealth created gets ploughed back into the community. If local businesses carry out this collaboration, all the community activities carried out by this group would have a local flavor and be more attuned to local needs and constraints. This would ensure that policies are framed while keeping the local problems in mind. This would also ensure that the local environmental impact of such a decision is not harmful, and the actual goal of job creation is met.
Local collaboration would encourage local entrepreneurial talent and equip them to provide robust competition to big businesses operating on a national scale. The good thing about such initiatives is that local businesses are strengthened and the local community gets the direct results from that business. The problem with a multinational conglomerate is that it might have a factory or a redistribution point or just an office in a particular location but its community efforts and spends might be targeted elsewhere. A local business will always accord first priority to local welfare initiatives.
The process of local spending for development is a self-fulfilling cycle of prosperity. The local community would provide a captive market for the business, whereas the business would provide myriad employment opportunities. If the company also believed in local development spending, that makes it even better.
Any small business set up in a particular region should pay special attention to the health of locals. This need not be by way of taking some medical initiatives. If the company is able to ensure that its activities do not disturb the ecological balance or increase pollution of the area. That itself could impact residents’ health positively.
Any digital marketing campaign needs to necessarily have a local flavor if it is to strike a chord among a particular community. If the campaign goals, participants and measures of success are defined clearly at the outset, then the chances of success are much higher.