The Contribution of Porter and Kramer's Concept of Creating Shared Value to CSR Theory

Table of Contents

I. Introduction

A. How the topic was identified

B. The online debate

C. What’s wrong with CSR?

D. Research questions and objectives

II. Theoretical and methodological classification

A. Research approach

a. Theoretical framework

b. Methodology

i. Flexible research design

ii. Integrative literature study

B. Consideration of rejected alternatives

III. Creating Shared Value in the context of CSR theory

A. Definition of CSV and CSR

a. Corporate Social Responsibility

i. CSR in Germany

b. Creating Shared Value

B. Justification of CSR

a. Corporate Citizenship

b. Philanthropy

c. Sustainability

C. Responsibility and power

a. Defining responsibility

b. Responsibility and political power

D. CSV

E. The value of doing good

a. Ethical theory

i. Consequentialist theory

ii. Non-consequentialist theory

iii. Separating right from wrong

F. Is CSV current CSR standard?

a. Products and markets

b. Productivity in the value chain

c. Building supportive industry clusters at the company’s location

IV. Explorative Study

A. Research questions

B. Mixed methods approach

a. Sample size and choice of field

b. Content analysis

c. Interviews

C. Rejection of alternative methods

V. Finding

A. Website content

B. Interviews

C. Unintended findings

VI. Discussion

A. CSV in the context of CSR theory

a. Politics

i. Nestlé: the business example

b. Porter and Kramer vs. Friedman

c. Reinventing capitalism?

B. CSR in Germany with the example of two industries: energy supply and outdoor supply

a. Reputation management

b. Identifying relevant topics

c. Products and markets

d. The value chain

VII. Classifying CSV

A. What is the contribution of CSV to CSR theory?

B. A management model for socially responsible business

C. Limitations of research

D. Areas for further research

VIII. Reflections on learning

A. Becoming a scholar

B. Learning

C. Application of learning

Objectives and Research Themes

This dissertation aims to critically evaluate Michael Porter and Mark Kramer's concept of "Creating Shared Value" (CSV) against existing theories of Corporate Social Responsibility (CSR). The research seeks to determine whether CSV offers a genuinely new management approach or merely rebrands established CSR practices, and investigates how the distinction between responsive and strategic CSR can be supported in a corporate context.

• Theoretical evaluation of the CSV concept compared to traditional CSR models.
• Explorative study of CSR practices in the German energy and outdoor equipment industries.
• Analysis of the relationship between corporate responsibility, political power, and profitability.
• Development of a new management model relating CSR and CSV to societal requirements.

Excerpt from the Book

Summary of Chapters

I. Introduction: Presents the debate surrounding CSV, outlines the research objectives, and defines the scope of the study.

II. Theoretical and methodological classification: Details the research methodology, including the use of critical rationalism and an integrative literature review.

III. Creating Shared Value in the context of CSR theory: Evaluates definitions of CSV and CSR, discusses justifications like philanthropy and sustainability, and addresses the connection between responsibility and power.

IV. Explorative Study: Describes the empirical research design involving content analysis of corporate websites and qualitative interviews with industry representatives.

V. Finding: Presents the results of the industry analysis, showing how energy and outdoor companies handle CSR communication and strategy.

VI. Discussion: Critically discusses the findings, exploring the practical application of CSV and comparing corporate approaches in the German market.

VII. Classifying CSV: Offers a synthesis of the research, introducing a proposed management model for socially responsible business.

VIII. Reflections on learning: Reflects on the author's personal development and academic journey during the completion of the MBA dissertation.

Keywords

Creating Shared Value, CSV, Corporate Social Responsibility, CSR, Strategic Management, Sustainability, Corporate Citizenship, Philanthropy, Competitive Advantage, Stakeholder Engagement, Business Ethics, Profit Maximization, Management Model, Social Responsibility, Industrial Analysis.

Frequently Asked Questions

What is the core subject of this dissertation?

The dissertation examines the contribution of Michael Porter and Mark Kramer's "Creating Shared Value" (CSV) concept to the existing theoretical framework of Corporate Social Responsibility (CSR).

What are the primary themes addressed?

Central themes include the evaluation of CSV versus CSR, the business case for social responsibility, the intersection of business and society, and the role of corporate strategy in addressing societal needs.

What is the main research objective?

The primary goal is to determine if CSV is a novel management paradigm or merely a strategic refinement of existing CSR practices, and to assess how managers can effectively balance social and competitive objectives.

Which scientific methods are employed?

The study utilizes a mixed-methods approach, combining an extensive integrative literature review with a qualitative explorative study that includes website content analysis and expert interviews.

What topics does the main body cover?

The analysis covers the theoretical origins of CSR, ethical models, the role of corporate power in political contexts, and a comparative study of the German energy and outdoor sectors.

What characterizes this work?

The work is characterized by a critical, management-oriented perspective that questions the effectiveness of traditional CSR and explores the practical integration of societal concerns into core business operations.

How does the author define the relationship between power and responsibility?

The author argues that responsibility is intrinsically linked to power, suggesting that in modern society, corporations must be held accountable for their significant political and social influence, not just their economic output.

What conclusion does the author reach regarding the "re-invention" of capitalism?

The author concludes that while CSV is a creative application of existing management principles, it does not fundamentally "reinvent" capitalism, but rather provides a more direct framework for aligning profit with societal interests.