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1、STRATEGY AND SOCIETY: THE LINK BETWEEN COMPETITIVE ADVANTAGE AND CORPORATE STRATEGY,Michael E. Porter & Mark R. Kramer,The Emergence of Corporate Social Responsibility (CSR),Increasing attention to CSR from governments, activists, media, and others Companies held accountable 4 prevailing justificati
2、ons for CSR: Moral obligation Sustainability License to operate Reputation,Presumption of Conflict,Traditional approaches assume that companies and society are in conflict Pits business against society A zero-sum game This is counterproductive, since the two are interdependent Companies fail to reco
3、gnize the importance of CSR in their strategies,Proactive Framework,In the past, CSR was treated more as an unavoidable cost Better if viewed as a potential competitive advantage Presents a frameworkto identify possible social consequences of action To discover opportunities to benefit society and t
4、hemselves To discover CSR initiatives to address To find the most effective way to do so,Framework for Strategy and Society,Looking inside out: identify positive and negative social impacts of activities engaged in while doing business Looking outside in: societal impacts on a corporations competiti
5、ve context and success in what it does There will be points of intersection where there could be problems and/or where there could be opportunities,Benefits of the Integrative Framework,Identifying the points of intersection Choosing which social issues to address Creating a corporate social agenda “Responsive CSR” “Strategic CSR” (when CSR is incorporated into strategy) Creating a social dimension to the value proposition such that the value it offers to its customers also has a positive social impact.,
