波特-strategy society--the link between competitive advantage and corporat social responsiblity --.pdf

HBR SPOTLIGHT Strategy Society The Link Between Competitive Advantage and Corporate Social Responsibility by Michael E. Porter and Mark R. Kramer • Reprint R0612D HBR SPOTLIGHT Strategy Society The Link Between Competitive Advantage and Corporate Social Responsibility by Michael E. Porter and Mark R. Kramer Governments, activists, and the media have analyze their prospects for social responsibil- become adept at holding companies to ac- ity using the same frameworks that guide their count for the social consequences of their ac- core business choices, they would discover that D. tivities. Myriad organizations rank companies CSR can be much more than a cost, a con- E V R on the performance of their corporate social straint, or a charitable deed—it can be a source E S E R responsibility (CSR), and, despite sometimes of opportunity, innovation, and competitive S T H questionable methodologies, these rankings advantage. G I R L attract considerable publicity. As a result, CSR In this article, we propose a new way to look L A N. has emer