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10 frases de Michael Porter sobre Valor Compartido, en ExpoManagement 2011

Sin duda alguna uno de los mejores escritos en responsabilidad social que pueden leerse aún hoy en día, es el escrito por Michael Porter y Mark Kramer: Estrategia y sociedad: El vínculo entre ventaja competitiva y Responsabilidad Social Corporativa, publicado en 2006.

porter-estrategiaCinco años después, en la edición del Harvard Business Review de enero-febrero 2011, se publicó Creando Valor Compartido, el más reciente artículo de estos dos autores, donde se destaca que la eficiencia en la economía y el proceso social no son opuestos, de modo que el crear valor económico debe también crear valor para la sociedad. Se trata de una evolución del primer ensayo, sin embargo, algunos críticos señalan que no aporta mucho de nuevo en realidad, ya que la creación de valor compartido que señalan, encaja perfectamente en el concepto de negocios inclusivos. No obstante… es Porter quien lo dice, y por lo tanto, sus palabras tienen otro peso.

Una vez especificado el marco, podemos decir que el gurú de la estrategia se presentó el pasado 16 de noviembre en ExpoManagement, el máximo foro de negocios en México, para hablar de ventajas competitivas y sí, también para promover este concepto de valor compartido. Sin emitir juicios, aquí las 10 frases de Michael Porter sobre Valor Compartido, en ExpoManagement 2011:

– Las empresas hoy ya no se ven como soluciones para la sociedad, sino como problemas.

– La relación de la rentabilidad de los negocios y la sociedad tiene implicaciones muy profundas.

– Pasamos de la filantropía a la RSE y a la sustentabilidad y ahora hay que pasar a la creación de valor compartido.

– Hoy en día, Capitalismo es casi una mala palabra. Tenemos que usar el capitalismo para crear impacto social.

– Siendo honestos, la RSE no ha llevado los beneficios del capitalismo a la sociedad.

– La eficiencia en la economía y el proceso social no son opuestos. Los negocios deben reconectar el éxito de la compañía con el progreso social.

– Hay que crear valor económico que genere beneficios sociales más allá de los naturales de la empresa.

– Valor compartido no es responsabilidad social, filantropía, ni sostenibilidad. Es una nueva forma alcanzar éxito económico.

– Valor compartido es crear valor económico a partir de la generación de beneficios sociales.

– El valor compartido no es teoría, ya es una realidad. Las empresas que no lo abracen quedarán atrás.

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