Beyond the 'Win-Win': Creating Shared Value Requires Ethical Frameworks

California Management Review, Forthcoming

INSEAD Working Paper No. 2016/67/ATL/Social Innovation Centre

40 Pages Posted: 5 Oct 2016

See all articles by Gastón de los Reyes, Jr.

Gastón de los Reyes, Jr.

George Washington University School of Business

Markus Scholz

FHWien University of Applied Sciences

N. Craig Smith

INSEAD

Date Written: October 5, 2016

Abstract

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.

Keywords: Business and Society, Corporate Social Responsibility, Ethics, Stakeholders, Strategic Management

Suggested Citation

de los Reyes, Jr., Gastón and Scholz, Markus and Smith, N. Craig, Beyond the 'Win-Win': Creating Shared Value Requires Ethical Frameworks (October 5, 2016). California Management Review, Forthcoming; INSEAD Working Paper No. 2016/67/ATL/Social Innovation Centre. Available at SSRN: https://ssrn.com/abstract=2848192

Gastón de los Reyes, Jr.

George Washington University School of Business ( email )

Washington, DC 20052
United States
4136872013 (Phone)

HOME PAGE: http://https://business.gwu.edu/gast%C3%B3n-de-los-reyes

Markus Scholz

FHWien University of Applied Sciences ( email )

Währinger Gürtel 97
Vienna, 1180
Austria

N. Craig Smith (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

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