Business on the Edge: How to Turn a Profit and Improve Lives in the World's Toughest Places - An Interview with Emily Block

In this episode of Tech Marketing Trends, Brightvision CEO Jakob Löwenbrand speaks with Emily Block, Associate Professor at the Alberta School of Business and co-author of the new book Business on the Edge: How to Turn a Profit and Improve Lives in the World’s Toughest Places. Emily shares her experiences working across 30 countries to understand how business can thrive while solving pressing global challenges. From rebuilding post-conflict economies to combating human trafficking, she offers a compelling case for how organizations can unlock growth and stability in overlooked markets.

Rethinking where business happens: moving beyond urban markets

Emily challenges the idea that growth opportunities are limited to large urban centers. She highlights how over 1.4 billion people live in what she calls “frontline environments”—regions outside major cities that generate more than $20 trillion in economic activity. These areas are often underserved by global business yet present enormous potential for companies willing to navigate their unique challenges.

Case studies that show transformation is possible

Emily’s research provides powerful examples of how business engagement can transform communities. In Tunisia, efforts to create manufacturing jobs for unemployed youth reduced extremist recruitment. In another case, her team worked with World Vision to combat human trafficking by disrupting traffickers’ supply chains using business strategy and logistics thinking. These stories underline how business skills can be applied to social problems in surprising, impactful ways.

From CSR to shared value: why self-interest drives sustainability

Rather than viewing corporate social responsibility as charity, Emily stresses that true long-term success comes when companies align their self-interest with community well-being. Mining company Newmont, for example, found that engaging with local communities was the only sustainable way to protect operations and ensure security. This mindset moves beyond symbolic CSR initiatives toward strategies that embed business deeply into local societies.

The barriers that hold companies back—and why they may soon change

Emily notes that companies have historically avoided tough environments because easier growth opportunities existed elsewhere. However, climate change, resource shortages, and shifting global dynamics are making these markets more critical. She also points out that a lack of shared language between businesses, NGOs, and local communities often blocks effective collaboration—an area that requires patience, humility, and new models of partnership.

Practical strategies for thriving in high-risk regions

Innovation in these contexts often means building cross-sector partnerships, sourcing locally, and relying on “dirty boots” research—direct, on-the-ground engagement rather than distant analysis. Emily emphasizes that success metrics must be tied to local realities, such as reduced gang recruitment or lower predatory lending rates, not just profit. This blended approach shows how companies can generate both financial returns and social stability.

Learn more

• Connect with Emily Block on LinkedIn
• Order Emily's book Business on the Edge on Amazon
• Ready to explore how Brightvision can support your marketing strategies? Get in touch