Shared Value – From CSR to identifiying opportunity

Screen Shot 2015-06-05 at 4.09.04 pmIn this article Published in the Harvard Business Review, December 2006, Mark Kramer and Michael Porter discuss the move away from viewing CSR as a cost and the move toward viewing it as a source of opportunity and competitive advantage.   Arguing that the weakness with traditional approaches to CSR is that they focus on the “tension between business and society rather than on their interdependence”.  Those companies that can change their focus and anchor their approach within the strategies and activities of their businesses, will be poised to create a competitive advantage while working towards addressing social issues.  The authors refer to this opportunity as Creating Shared Value – “Efforts to find shared value in operating practices and in the social dimensions of competitive context have the potential not only to foster economic and social development but to change the way companies and society think about each other.”

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