Haz clic aquí paraBy Mauro Libi Crestani. Porter and Kramer in a 1999 Harvard Business Review article questioned the very assumption that a tradeoff exists between economic efficiency and social progress. The concept is that by growing a successful business, the community should become more successful as well. This concept has a lot in common with corporate social responsibility that always existed. However, there is a major difference in thought. In the past the concept was in corporate philanthropy. It was a give back. The company made a lot of money and as a result the proper thing to do was to give charity to the communities in which it resided. These were strictly handout in which the company saw no gain in the act of giving. It was giving charity for the sake of giving. To help those less fortunate. Mauro Libi Crestani Many CEOs who became very wealthy through their company holdings gave huge amounts to charity. Pioneering American philanthropist Andrew Carnegie once set the standard for giving back: "No man can become rich without himself enriching others," he said. "The man who dies rich dies disgraced." Scores of the world's wealthiest people have taken to his philosophy, donating their riches to hundreds of causes. Paris-born, Iranian-American Pierre Omidyar is cofounder and current chairman of eBay. He donated to date 16% of his net worth to charities. In 2012, Omidyar and his wife joined the Giving Pledge initiative started by Warren Buffett and Bill Gates, promising to donate most of their wealth to charities. Mauro Libi Crestani There are many more examples of corporate philanthropy. I do not want to be misunderstood, charity is important and it helps a lot of people. But it is limited by the amount and by those who can give. It also does little to help the communities that need it most. Porter and Kramer came up with the mindset that corporation that reside within communities can have a mutual shared value. Now the community of an international company may be a global community or we can have a smaller company residing locally within a particular community. The idea that a company’s financial health and the health of the communities around it are mutually dependent. Corporate philanthropy does not take center stage in the shared value philosophy. Mauro Libi Crestani Corporate philanthropy was the idea that a business is a separate entity and it makes a profit at all cost. The community is not part of the equation. Often the community is harmed by the corporation , may be through a large retail store going in and putting the local ones out of business or by polluting its environment. Charity when given is nice but has nothing to do with the way the corporation operates, which in many times is to the harm of the community in which it depends on its profits. Mauro Libi Crestani Kramer and Porter outlined in a landmark article published in the Harvard Business Review, Creating Shared Value: How to reinvent capitalism—and unleash a wave of innovation and growth. A quote from their article: “A big part of the problem lies with companies themselves, which remain trapped in an outdated approach to value creation… They continue to view value creation narrowly, optimizing short term financial performance in a bubble while missing the most important customer needs and ignoring the broader influences that determine their longer-term successes. How else could companies overlook the well-being of their customers, the depletion of natural resources vital to their businesses, the viability of key suppliers, or the economic distress of the communities in which they produce and sell?” In conclusion: Charity is needed and there are many in need, but corporations need to look at their communities as partners in their efforts for profits. It is the loval and global communities that bring in the profits to the corporation. A corporation should be set up with the emphasis being on the mutual benefit of community and corporation and the end result should be greater profitability for all. Mauro Libi Crestani
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AutorMauro Libi Crestani is a Venezuelan businessman CEO of Grupo Libi; a group of various food companies in the country. Archives
Agosto 2016
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