28
Strategy & Society 정창권 Chung, Chang Kwon Twitter @lovelyhaley03 Facebook: Chang21c The Link Between Competitive Advantage And Corporate Social Responsibility HBR, Dec. 2006 [HBR Spotlight] Michael E. Porter & Mark R. Kramer

[KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

Embed Size (px)

DESCRIPTION

전략적 CSR(기업의사회적 책임)에 대한 기념비적인 HBR 아티클입니다. 마이클 포터와 마크 크라머의 공동작품입니다.

Citation preview

Page 1: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

Strategy & Society

정창권Chung, Chang Kwon

Twitter @lovelyhaley03

Facebook: Chang21c

The Link Between Competitive Advantage And Corporate Social Responsibility

HBR, Dec. 2006 [HBR Spotlight]

Michael E. Porter & Mark R. Kramer

Page 2: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

1

[지식 기부] HBR 무료 강의l 일시: 2010년 9월 16일 목. 19:30 ~ 21:00

l 장소 : 그룹 세브코리아 대회의실

종로 서린동 88, 서린빌딩 3층(종각 5번출구)

l 인원: 선착순 15명

l 대상:

ü 기업의 리더급 및 CEO 또는

ü MBA나 이에 준하는 Academic Background소지자

l 접수 및 주요 공지사항

www.facebook.com/HBRstudy

l 선수학습: Youtube 강의(10분)

(facebook 공지사항 참조)

강의 접수하신 분은 출력해서 오세요^^

[email protected]

[email protected]

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 3: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

2

주요경력

現 ㈜휴넷 이사(2000년~)

- 교수위원 및 성공스쿨 마스터 코치(2010년~)

- 휴넷 기업교육사업총괄(2003년~2009년)

- 휴넷 마케팅팀장(2000년~2003년)

前 아시아나항공(1996년~2000년)

- 교육팀/김포국제공항 총괄팀

- 금호그룹 북한 Project 아시아나항공 대표

문화예술평론가

이화여대 무용과 조기숙교수의 [백조의 호수] 발레 (2009)

주요학력

경영학 박사 과정 중 (as of 2010 )

헬싱키경제경영 대학원 (MBA, 디자인 경영 전공)

서울대 사범대학 독일어 교육학과

정 창 권

[email protected]

[email protected]

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 4: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

3

Michael E. Porter is the Bishop William Lawrence University Professor at Harvard University; he is based at Harvard Business School in Boston. He is a frequent contributor to HBR, and his most recent article is “Seven Surprises for New CEOs”(October 2004)

Mark R. Kramer ([email protected]) is the managing director of FSG Social Impact Advisors,an international nonprofit consulting firm, and a senior fellow in the CSR Initiative at Harvard’s John F. Kennedy School of Government in Cambridge, Massachusetts. Porter and Kramer are the cofounders of both FSG Social Impact Advisors and the Center for Effective Philanthropy, a nonprofit research organization.

http://www.fsg-impact.org/

© 1999-2010, FSG, Inc.

Porter, Michael E. and Mark R. Kramer. The Competitive Advantage of Corporate Philanthropy, Harvard Business Review, Vol. 80 Issue 12, Dec. 2002, p56-69

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 5: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

4

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 6: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

5

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 7: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

6

Fresh water issue

Bottled water

= 0.00008 % of world water

Inefficiency of agricultural irrigation

= 70%

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

In fact,

Page 8: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

7

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Four Prevailing Justification for CSR

1. Moral Obligation Should Do The Right Thing

2. Sustainability

3. License to Operate Stakeholders’ view

4. Reputation Customer-oriented view

Environmental and Community Stewardship

Business Society

Page 9: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

8

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

BSR=Business for Social Responsibility

Page 10: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

9

http://www.wbcsd.org/

Page 11: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

10

Integrating Business and Society

1. Identifying the points of intersection.

2. Choosing which social issues to address.

3. Creating a corporate social agenda.

4. Integrating inside-out and outside-inpractice.

5. Creating a Social dimension to the value

proposition.

Page 12: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

11

1. Identifying the points of intersection.

Company Society

(Value Chain)

(Diamond Model)

Page 13: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

12

2. Choosing which social issues to address.

The essential test that should guide CSR is not whether a cause is worthy

but whether it presents an opportunity to create share value.

Generic Social Issues

• 솔직히 나완 상관없는데 ~

Value Chain Social Impacts

• 일상의 비즈니스(기업) 활동이 영향을 미칠 수 있는 사회적 이슈

Social Dimensions of competitive context

• 우리 회사의 경쟁력에 영향을 미칠 수 있는 외부 환경 이슈

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 14: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

13

Supporting a dance company

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Generic Issue Competitive context

Page 15: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

14

탄소 배출

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Generic Issue Value Chain Impact

(-)

Value Chain

Competitive context

Page 16: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

15

AIDS pandemic in Africa

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Generic Issue Value Chain Impact Competitive

context

Page 17: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

16

3. Creating a corporate social agenda.

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Corporate Involvement in Society: A Strategic Approach

Generic social ImpactsValue chain Social Impacts

Social Dimensions of Competitive Context

Good citizenship Mitigate harm from value chain activities

Strategic philanthropy that leverage capabilities to improve salient areas of competitive context

Responsive CSR

Transform value chain activities to benefit society while reinforcing strategy

Strategy CSR

Page 18: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

17

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

School Adopting Program

• Underperforming public high school

• 5yrs, $250,000~$1m. + in-kind donation

• Employees take active role in school

• Increase in graduate rate to double

• But, inherently limited

Good citizenship(responsive)

Page 19: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

18

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

• Tens of thousands of products

• To prevent risk before social pressure

• But, advantage is temporary.

Mitigating harm(responsive)

Analyzing product

Page 20: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

19

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

• For disadvantaged buyers

• Flexible mortgage payments program

Transforming value chain(strategic)

Building housing

• France’s largest bank

Environmental package

Page 21: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

20

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

• $50 m., 5yrs

• Employee volunteers of skilled IT knowledge

• Community-Microsoft win-win program

Strategic CSR

+

450,000 unfilled IT position 11.6 m. enrolled student

Page 22: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

21

4. Integrating inside-out and outside-in

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

• 180 h. paid class

• 장기 구직자

• Local community

• Retention: 65%

• Milk District in Moga

Page 23: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

22

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

• No public utility

• Poorly irrigated and

infertile soil

• 60% death rate of

new born calves

• Poor infrastructure

Nestle’s Milk District in Moga

Moga Nestle

• Refrigerating truck

• Dispatching experts

• Monthly training sessions

• Financing and technical

assistance

Supplier: 180 farmers → 75,000 farmers

우유생산성 50배 증가, 안정적인 공급망 확보

인도 및 Moga지역에서 네슬레상품 판매량 증가

Page 24: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

23

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

5. Social dimension into the value proposition.

Core Values

1.Selling the highest quality natural and organic products available

2. Satisfying and delighting our customers3. Supporting team member happiness and excellence4. Creating wealth through profits & growth5. Caring about our communities & our environment6. Creating ongoing win-win partnerships with our suppliers7. Promoting the health of our stakeholders through healthy eating

education

Fortune 500대기업 중 유일하게 사용전기

에너지 만큼의 대체에너지(풍력) Credit을 구매

Page 25: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

24

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

농산물을 인근 식당에 납품

⇒소 농경인 보호를 위해 노력

정수사업 기술 및 기타 그린 비즈니스

⇒ Ecomagination

Focusing on poorest populations

Page 26: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

25

Inside-Out

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Page 27: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

26

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Outside-In

Page 28: [KOR_HBR]_2차수정_ Strategy and Society_The Link Between Competitive Advantage and Corporate Social Responsibility

27

Porter, Michael E., Mark R. Kramer. Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review, Dec2006, Vol. 84 Issue 12, p78-92

Strategy is always about making choices, and success in CSR is no different. It is about choosing which social issues to focus on.

1. CSR will become increasingly important to competitive success.

2. Corporations are not responsible for all the world’s problems, nor do they have the resources to solve them all.