Beyond the 'Win-Win': Creating Shared Value Requires Ethical Frameworks
Gaston de los Reyes Jr.
George Washington University
FHWien University of Applied Sciences
N. Craig Smith
October 5, 2016
California Management Review, Forthcoming
INSEAD Working Paper No. 2016/67/ATL/Social Innovation Centre
Porter and Kramer’s Creating Shared Value framework was recently called into question in a stinging attack in this journal. Recognizing that CSV shines as a managerial framework around “win-win” business and society issues — “A cases” — we argue that CSV leaves managers ill-equipped to legitimately manage “B-case” issues, where managers face the prospect of “win-lose” or “lose-win” social engagements. We argue that managers need to bolster CSV with ethical frameworks; specifically, norm-taking and norm-making frameworks. We show, through case illustrations, why managers are better positioned to create shared value legitimately through CSV , a multi-part framework built around CSV and augmented by ethical frameworks.
Number of Pages in PDF File: 40
Keywords: Business and Society, Corporate Social Responsibility, Ethics, Stakeholders, Strategic Management
Date posted: October 5, 2016