Integrating inside-out and outside-in practice. Pioneering value chain innovations and addressing social constraints to competitiveness are each powerful tools for creating economic and social value. However, as our examples illustrate, the impact is even greater if they work together. Activity in the value chain can be performed in way that reinforces improvement in the social dimensions of context. At the same time, investment in competitive context have the potential to reduce constraints on a company’s value chain activities. Marriott, for example, provides 180 hours of paid classroom and on-the-job training to chronically unemployed job candidates. The company has combined this with support for local community service organizations, which identify, screen, and refer the candidates to Marriott, The net result is both a major benefit to communities and a reduction in Marriott’s cost of recruiting entry-level employees. Ninety percent of those in the training program take jobs with Marriott. One year later, more than 65% are still in their jobs, a substantially higher retention rate than the norm.