Goodbrand

Michael Porter and Mark Kramer’s article in the January 2011 issue of the Harvard Business Review made ambitious claims for the concept of creating shared value, to the point of suggesting that it provides an approach through which we can redefine both capitalism and the role of corporations in society. The central premise behind creating shared value (CSV) is that the competitiveness of a company and the health of the communities around it are not in opposition but in fact are mutually dependent.

So, no longer is there a trade-off between “doing good” and “making profits”  - instead, the two are mutually inter-dependent. Moreover, Porter and Kramer argue that there are significant opportunities for the creation of competitive advantage from integrating a social value proposition into corporate strategy......

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