Shared Value und nachhaltige strategische Unternehmensplanung von Susanne Schmucker, 07.2010
Selected for the Global Economic Symposium 2010
In the recent world wide economic crisis, the moral position of business in society has received renewed attention. Business enterprises around the world have begun to embrace greater responsibility for a sustainable, valueoriented society. These goals need to be reconciled with profit maximizing activities in order to assure the continued survival of enterprises operating in competitive environments. Achieving such reconciliation requires at least following factors:
- Strengthening the new sense of corporate responsibility for society and identifying fields for shared-value activity in accordance with customers, suppliers, employees and the broader public.
- Developing specific business models that better allow combining profit maximizing with the provision of shared value for society. These business models may vary according to the relative significance of the commercial compared to the social component, reaching from largely commercial firms with a commitment to shared value, to social entrepreneurs making a living out of serving social interest.
- Re-organizing corporations internally, to ensure that the impact of corporate operations on society is duly considered, and to establish the commitment toward provision of shared value throughout the firm.
In turn, successful provision of shared value can help making societies more sustainable (e.g., by backing the endorsement for entrepreneurial activity in society, by stabilising fragile states, by contributing to the rebuilding of failed states) and can help securing options of choice for future generations. And again in turn, a sustainable society by fostering the growth of the whole economy may further social entrepreneurship and shared value.
- What kind of shared value is required?
- How can businesses best use their core competences in the interests of society?
- What government policies and civil society initiatives are necessary to overcome political or even mental constraints?
- What barriers are to be removed to reap the social benefit of social entrepreneurship?
For instance, are there unnecessarily complicated license and permission procedures?
- Should new forms of organization be installed, or existing ones (e.g., cooperatives) reinforced to better serve the requirements of shared value business?
- What support could be offered to firms to be active and efficient in this field (e.g., alliances between commercial firms and social entrepreneurs, joint ventures, PPP)?
- To what degree does the internal re-organization of corporations require long-range planning and finding a new balance between short- and long-term business goals?
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Wesentliches Schlagwort: Corporate Governance
Wesentliches Schlagwort: Corporate social responsibility
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