The Competitive Advantage竞争优势

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1、TheCompetitiveAdvantageofCorporatePhilanthropybyMichaelE.PorterandMarkR.KramerReprintr0212dDecember2002HBRCaseStudyro212aLicensetoOverkillPaulF.NunesManagingYourselfro212bHowtoStayStuckintheWrongCareerHerminiaIbarraBigPicturero212cWhat’saBusinessFor?CharlesHandyTheComp

2、etitiveAdvantagero212dofCorporatePhilanthropyMichaelE.PorterandMarkR.KramerHolesattheTop:WhyCEOFiringsBackfirero212eMargaretheWiersemaTheYoungandtheCluelessro212fKerryA.Bunker,KathyE.Kram,andSharonTingExpensingOptionsSolvesNothingro212gWilliamA.SahlmanBestPracticero212h

3、CrisisCommunication:Lessonsfrom9/11PaulArgentiTheEntrepreneurro212jWhyEntrepreneursDon’tScaleJohnHammTheCompetitiveAdvantageofCorporatePhilanthropybyMichaelE.PorterandMarkR.Kramerorporatephilanthropyisindecline.Char-high-profilesponsorships.Althoughitstillrepresentsonly

4、CitablecontributionsbyU.S.companiesfell14.5%asmallproportionofoverallcorporatecharitableexpen-inrealdollarslastyear,andoverthelast15years,ditures,U.S.corporatespendingoncause-relatedmar-corporategivingasapercentageofprofitshasdroppedketingjumpedfrom$125millionin1990toan

5、estimatedby50%.Thereasonsarenothardtounderstand.Ex-$828millionin2002.Artssponsorshipsaregrowing,ecutivesincreasinglyseethem-too–theyaccountedforanaddi-selvesinano-winsituation,caughttional$589millionin2001.WhilebetweencriticsdemandingeverMostcompaniesfeelthesecampaigns

6、doprovidemuch-higherlevelsof“corporatesocialcompelledtogivetocharity.neededsupporttoworthycauses,responsibility”andinvestorsap-theyareintendedasmuchtoin-plyingrelentlesspressuretomax-Fewhavefiguredoutcreasecompanyvisibilityandim-imizeshort-termprofits.Givinghowtodoitwell

7、.proveemployeemoraleastocre-moredoesnotsatisfythecritics–atesocialimpact.Tobaccogiantthemorecompaniesdonate,thePhilipMorris,forexample,spentmoreisexpectedofthem.Andexecutivesfindithard,if$75milliononitscharitablecontributionsin1999andnotimpossible,tojustifycharitableexp

8、endituresintermsthenlauncheda$100millionadvertisingcampaigntoofbottom-linebenefit.publicizethem.Notsurprisingly,therea