Purpose – The purpose of this paper is to contribute to the theory and applications in social business and accountability. Design/methodology/approach – The paper develops the theoretical arguments, shows the importance of non-accounting measures, explores available non-accounting measures...

Purpose – The purpose of this paper is to contribute to the theory and applications in social business and accountability. Design/methodology/approach – The paper develops the theoretical arguments, shows the importance of non‐accounting measures, explores available non‐accounting...