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전략적 CSR(기업의사회적 책임)에 대한 기념비적인 HBR 아티클입니다. 마이클 포터와 마크 크라머의 공동작품입니다.
Citation preview
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
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[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^^
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
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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
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
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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
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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
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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
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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,
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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
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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
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http://www.wbcsd.org/
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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.
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1. Identifying the points of intersection.
Company Society
(Value Chain)
(Diamond Model)
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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
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
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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
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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
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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
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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)
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.