Michael_Porter_Creating_Shared_Value.pdf

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1、HBR.ORGJANUARYFEBRUARY#$%%REPRINTR""#"CCreatingTHEBIGIDEASharedValueHowtoreinventcapitalism—andunleashawaveofinnovationandgrowthbyMichaelE.PorterandMarkR.KramerTheBigIdeaCapitalismisundersiege....Diminishedtosetpoliciesthatsapeconomicgrowth….ThepurposeofthecorporationmustbeCREAT

2、INGSHA2HarvardBusinessReviewJanuary–February2011FORARTICLEREPRINTSCALL"##$%""$#""&OR&'($(")$(*##,ORVISITHBR.ORGtrustinbusinessiscausingpoliticalleaderstosetpoliciesthatsapeconomicgrowth….Businessiscaughtinaviciouscircle....redefinedaroundHAREDVALUEHowtoreinventcapitalism—andunlea

3、shawaveofinnovationandgrowthbyMichaelE.PorterandMarkR.KramerJanuary–February2011HarvardBusinessReview3THEBIGIDEA CREATINGSHAREDVALUETHECAPITALISTSYSTEMisundersiege.Inrecentyearssuccess.Itisnotonthemarginofwhatcompaniesbusinessincreasinglyhasbeenviewedasamajordobutatthecenter.Web

4、elievethatitcangiverisetocauseofsocial,environmental,andeconomicprob-thenextmajortransformationofbusinessthinking.lems.Companiesarewidelyperceivedtobeprosper-Agrowingnumberofcompaniesknownforingattheexpenseofthebroadercommunity.theirhard-nosedapproachtobusiness—suchasGE,Evenwors

5、e,themorebusinesshasbeguntoGoogle,IBM,Intel,Johnson&Johnson,Nestlé,Uni-embracecorporateresponsibility,themoreithaslever,andWal-Mart—havealreadyembarkedonim-beenblamedforsociety’sfailures.ThelegitimacyofportanteJortstocreatesharedvaluebyreconceiv-businesshasfallentolevelsnotseeni

6、nrecenthis-ingtheintersectionbetweensocietyandcorporatetory.Thisdiminishedtrustinbusinessleadspoliticalperformance.Yetourrecognitionofthetransforma-leaderstosetpoliciesthatunderminecompetitive-tivepowerofsharedvalueisstillinitsgenesis.Real-nessandsapeconomicgrowth.Businessiscaug

7、htinizingitwillrequireleadersandmanagerstodevelopaviciouscircle.newskillsandknowledge—suchasafardeeperap-Abigpartoftheproblemlieswithcompaniespreciationofsocietalneeds,agreaterunderstandingthemselves,whichremaintrappedinanoutdatedofthetruebasesofcompanyproductivity,andtheapproac

8、htovaluecreationthathasemergedoverabilitytocoll