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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  

Gaston de los Reyes Jr.

George Washington University

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, Gaston 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

Gaston De los Reyes Jr.

George Washington University ( email )

2121 I Street NW
Washington, DC 20052
United States

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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