Modelo de Valor Compartido Michael Porter Subtitulos en Español

Summary

El discurso destaca la importancia de enfrentar los problemas sociales a gran escala y plantea que el negocio, al generar riqueza al satisfacer necesidades con lucro, tiene un papel fundamental en resolverlos. La oradora cuestiona la visión tradicional de que el negocio es parte del problema y propone que, en realidad, la verdadera oportunidad de negocio se encuentra en la solución de problemas sociales, a través de lo que ella denomina 'valor compartido'. La colaboración entre empresas, ONG y gobiernos es clave para aprovechar al máximo este potencial y cambiar el mundo.

Takeaways

• 🌍 El mundo actual está lleno de problemas sociales serios como la desnutrición, el acceso al agua, el cambio climático, la deforestación, la falta de habilidades, la inseguridad, la escasez de alimentos y atención médica, y la contaminación.
• 🤔 La conciencia de estos problemas es más alta que nunca, pero la cuestión es por qué estamos teniendo dificultades para abordarlos y resolverlos.
• 👔 La perspectiva del discurso sugiere que el negocio ha sido visto a menudo como parte del problema, en lugar de la solución, en muchos desafíos sociales.
• 🏢 Se ha creído tradicionalmente que hay un trade-off entre el rendimiento social y económico, pero esta noción está cambiando, y se está entendiendo que los negocios pueden ser beneficiosos y resolver problemas sociales al mismo tiempo.
• 💡 La solución a los problemas sociales a gran escala requiere escala, y la única forma de escalar es a través del negocio, que tiene la capacidad única de crear recursos a través de la generación de ganancias.
• 💰 Los recursos para abordar los problemas sociales provienen principalmente de los negocios, que generan riqueza al satisfacer necesidades a través de la realización de ganancias.
• 🔄 La innovación en el sector empresarial, como la reducción de la contaminación y la mejora de las condiciones laborales, demuestra que es posible aumentar la productividad y la eficiencia al mismo tiempo que se resuelven problemas sociales.
• 🌱 Hay una oportunidad creciente para que los negocios impacten y aborden problemas sociales, lo que representa una de las mayores oportunidades empresariales actuales.
• 🤝 La colaboración entre negocios, ONG y gobiernos es fundamental para aprovechar al máximo la oportunidad de valor compartido y resolver problemas sociales a gran escala.
• 🌟 La nueva visión de los negocios, que reconoce el valor compartido y la sinergia entre el rendimiento social y económico, está en marcha y tiene el potencial de cambiar el mundo.

Q & A

¿Cuáles son algunos de los problemas sociales que se mencionan en el guion?

Los problemas sociales mencionados incluyen la pobreza, el acceso a la nutrición y el agua, el cambio climático, la deforestación, la falta de habilidades, la inseguridad, la escasez de alimentos y atención médica, y la contaminación.

¿Por qué la conciencia de los problemas sociales ha aumentado en la actualidad?

La conciencia de los problemas sociales ha aumentado debido a la difusión de información y la comunicación, lo que nos permite estar más informados sobre los desafíos que enfrenta la sociedad.

¿Cómo se ha visto tradicionalmente a las empresas en relación con los problemas sociales?

Las empresas tradicionalmente se han visto como parte del problema, en lugar de la solución, en muchos desafíos sociales, como en la industria de la comida rápida, la farmacéutica y el sector bancario.

¿Qué papel han desempeñado las ONG y las organizaciones sociales en la solución de problemas sociales?

Las ONG y las organizaciones sociales han sido vistos como las soluciones principales a los problemas sociales, movilizando innovación, energía y talento para abordar estos desafíos.

¿Por qué no estamos logrando un progreso lo suficientemente rápido en la resolución de problemas sociales?

No estamos logrando un progreso rápido debido a la falta de escala, lo que se debe a la escasez de recursos, incluyendo ingresos tributarios y donaciones filantrópicas, para abordar estos problemas a gran escala.

¿Dónde se crean los recursos necesarios para abordar los desafíos sociales?

Los recursos se crean principalmente en las empresas, que generan riqueza al satisfacer necesidades a través de la obtención de ganancias.

¿Cómo la ganancia de las empresas permite la escala ilimitada de soluciones a problemas sociales?

La ganancia permite que las soluciones sean autosostenibles, ya que si se puede obtener beneficio, se puede escalar la solución para servir a una cantidad ilimitada de personas.

¿Por qué la noción de que las empresas obtienen ganancias al causar problemas sociales es un punto de vista simplista?

Este punto de vista es simplista porque, a medida que se profundiza en los problemas sociales, se entiende que las empresas en realidad obtienen ganancias al resolver problemas sociales, lo que mejora la productividad y eficiencia.

¿Qué es el concepto de 'valor compartido' y cómo se relaciona con la resolución de problemas sociales?

El valor compartido es el concepto de abordar un problema social dentro del modelo de negocio, creando valor social y económico simultáneamente, lo que permite escalar la solución y aprovechar la capacidad organizacional y recursos de las empresas.

¿Cómo pueden las empresas, las ONG y el gobierno colaborar para abordar problemas sociales más efectivamente?

Pueden colaborar al encontrar formas de asociación y trabajo en conjunto, donde cada entidad aproveche sus fortalezas y se centre en la creación de valor compartido, permitiendo a las empresas ser parte integral de la solución de problemas sociales.

¿Cómo la nueva generación de empresarios y estudiantes de negocios está abordando la relación entre negocios y problemas sociales?

La nueva generación está entendiendo y abogando por la sinergia entre el rendimiento económico y el progreso social, buscando oportunidades de negocio que también generen impacto social positivo.

Outlines

00:00

🤔 Desafíos sociales y el papel del negocio

El primer párrafo aborda la conciencia colectiva sobre los problemas mundiales, como la pobreza, el cambio climático y la falta de acceso a la salud y la educación. Se cuestiona por qué, a pesar de la alta conciencia, se enfrenta dificultades para abordar estos problemas. Se plantea la perspectiva del discurso: ¿es el negocio parte del problema o puede ser parte de la solución? Se señala que tradicionalmente, el negocio ha sido visto como una fuente de problemas sociales, no como una solución, y se sugiere que las soluciones a estos retos han estado en manos de ONGs, gobiernos y filantropía, pero el progreso no ha sido suficiente debido a la falta de escala y recursos.

05:01

💼 La creación de recursos y la solución de problemas sociales

El segundo párrafo enfatiza que los recursos para abordar los problemas sociales son limitados y que el negocio es la fuente principal de la creación de riqueza en la sociedad. La discusión gira en torno a cómo el lucro, que es el pequeño margen entre el precio y el costo, permite que las soluciones sean escalables y sostenibles. Se argumenta que el enfoque tradicional de que el negocio y el rendimiento social están en conflicto es erróneo y que, en realidad, el negocio puede ser más eficiente y rentable al abordar problemas sociales como la contaminación y las condiciones laborales seguras.

10:01

🌐 La sinergia entre el progreso social y la eficiencia económica

El tercer párrafo desafía la sabiduría convencional y presenta la idea de que el negocio puede beneficiarse al resolver problemas sociales, no al causarlos. Se discuten ejemplos como la reducción de la contaminación y la mejora de las condiciones laborales, que resultan en ahorros y mayor productividad. Se introduce el concepto de 'valor compartido', que promueve la creación de valor social y económico simultáneamente, y se destaca que esta es una oportunidad de negocio que está en curso, con empresas como Dow Chemical, Jain irrigation y Cisco adoptando prácticas que abordan problemas sociales y generan valor económico.

15:02

🤝 La colaboración para el cambio social a gran escala

El cuarto y último párrafo enfatiza la importancia de la colaboración entre el negocio, las ONGs y el gobierno para aprovechar al máximo el potencial de la 'economía del valor compartido'. Se argumenta que el cambio en la percepción del papel del negocio en la resolución de problemas sociales es esencial y que ya se está ocurriendo, con jóvenes empresariales y estudiantes de negocios entendiendo y adoptando esta mentalidad. Se celebra la idea de que, al trabajar juntos, se pueden desmantelar la división y el malestar que ha existido hasta ahora y abordar eficazmente los desafíos sociales a gran escala.

Keywords

💡Problemas sociales

Los problemas sociales son desafíos que afectan a la comunidad y la sociedad en su conjunto, como la pobreza, la falta de acceso a agua potable, el cambio climático y la deforestation. En el video, se discute cómo la conciencia de estos problemas ha aumentado pero el progreso en su solución ha sido lento, lo que lleva a cuestionar el papel del negocio en su resolución.

💡Conciencia

La conciencia en el contexto del video se refiere a la comprensión y el reconocimiento colectivo de los problemas que enfrenta la sociedad. Se menciona que, a diferencia de tiempos pasados, hoy en día hay una mayor conciencia de los problemas sociales, lo que sugiere una responsabilidad compartida en abordarlos.

💡Cambio climático

El cambio climático es uno de los problemas ambientales más discutidos en el video, representando un desafío global que afecta a la salud del planeta y la calidad de vida de las generaciones futuras. Se destaca como un ejemplo de los problemas serios que la sociedad debe enfrentar.

💡Economía de escala

La economía de escala se refiere a la capacidad de reducir los costos unitarios al aumentar la producción. En el video, se argumenta que la solución a los problemas sociales está limitada por la falta de escala, es decir, no se pueden implementar soluciones a gran escala debido a la falta de recursos.

💡Recursos

Los recursos, dentro del tema del video, son los fondos, la energía y las capacidades necesarias para abordar los problemas sociales. Se señala que la falta de recursos es un problema fundamental que impide la ampliación de soluciones a nivel masivo.

💡Capitalismo

El capitalismo es el sistema económico basado en la propiedad privada y la libertad de empresa. En el video, se presenta una crítica al capitalismo tradicional y se propone una forma más avanzada de capitalismo que combina el rendimiento económico con el progreso social.

💡Valor compartido

El valor compartido es un concepto clave en el video que sugiere que los negocios pueden crear valor económico al mismo tiempo que abordan problemas sociales. Se menciona como una oportunidad para que los negocios se reinventen y contribuyan positivamente a la sociedad.

💡Innovación

La innovación es la introducción de nuevas ideas, productos o procesos. En el video, se presenta como un medio para que los negocios aborden los problemas sociales de manera eficiente y rentable, citando ejemplos de empresas que han innovado para reducir su impacto ambiental.

💡Sinergia

La sinergia se refiere a la colaboración entre diferentes partes para lograr un resultado mayor que la suma de sus partes individuales. El video sugiere que hay una sinergia fundamental entre el rendimiento económico y el progreso social que puede ser explotada por los negocios.

💡Responsabilidad empresarial

La responsabilidad empresarial es el concepto de que las empresas deben tener en cuenta sus impactos en la sociedad y el medio ambiente, más allá de la simple generación de beneficios. Aunque se menciona que la responsabilidad empresarial ha sido una práctica común, el video argumenta que debe ser parte integral de la estrategia de negocios.

💡Colaboración

La colaboración se refiere a la cooperación entre individuos, grupos u organizaciones para lograr un objetivo común. El video enfatiza la importancia de la colaboración entre negocios, ONG y el gobierno para abordar los problemas sociales de manera efectiva.

Highlights

The world is facing numerous serious problems such as poverty, nutrition, access to water, climate change, and pollution.

There is a high awareness of these problems, but progress in addressing them has been slow and incremental.

Traditionally, business has been seen as part of the problem, particularly in industries like fast food, drugs, and banking.

NGOs and social organizations have been the primary solutions to social problems, but they face limitations in scaling their impact.

The lack of resources is a fundamental problem in addressing social issues at scale.

Business is the primary creator of wealth in society, meeting needs at a profit and generating resources for other sectors.

Profit is essential for scaling solutions because it allows for self-sustaining business models.

The conventional wisdom that there's a trade-off between social performance and economic performance is being challenged.

Businesses can actually profit from solving social problems, as seen in examples of reduced pollution and improved workplace safety.

The concept of shared value is introduced as a higher form of capitalism that creates social and economic value simultaneously.

Shared value can be addressed at multiple levels and is already being implemented by companies like Dow Chemical and Jain irrigation.

Businesses need to change their self-perception and embrace the opportunity to address social problems as part of their core strategy.

Collaboration between businesses, NGOs, and governments is crucial for effectively addressing social issues.

Governments can enable shared value by creating an environment that encourages businesses to compete in a socially responsible way.

The speaker expresses optimism about the potential for businesses to change the world by addressing social problems.

Young people, including Harvard Business School students, are increasingly understanding the importance of shared value.

Breaking down the divide between business and social responsibility can lead to more effective solutions for societal challenges.

Transcripts

I think we're all aware that the world

today is full of problems we've been

hearing them today and yesterday and

every day for decades serious problems

big problems pressing problems poor

nutrition access to water climate change

deforestation lack of skills insecurity

not enough food not enough health care

pollution this problem after problem and

I think what really separates this time

from any time I can remember in in my

brief time on earth is the awareness of

these problems we're all very aware why

are we having so much trouble dealing

with these problems that's the question

I've been struggling with coming from my

very different perspective I'm not a

social problem guy I'm a guy that works

with business helps business make money

god forbid

so how do why do we having so much

problem with these social problems and

really is there any role for business

and if so what is that role I think that

in order to address that question we

have to step back and think about how

we've understood and pondered both the

problems and the solutions to these

great social challenges that we face now

I think many have seen business as the

problem or at least one of the problems

in many of the social challenges we face

you know think of the fast food industry

the drug industry the banking industry

you know this is a low point in the

respect for business business is not

seen as the solution it's seen as the

problem now for most people and and

rightly so in many cases there's a lot

of bad actors out there that have done

the wrong thing that actually have made

the problem worse

so this perspective is perhaps justified

how have we tended to see the solutions

to these social problems these many

issues that we face in society

well we've tend to see the solutions in

terms of NGOs in terms of government in

terms of philanthropy indeed the kind of

unique organizational entity of this age

is this tremendous rise of NGOs and

social organizations this is a unique

new organizational form that we've seen

grown up enormous innovation enormous

energy enormous talent now has been

mobilized through this structure to try

to deal with all of these challenges and

many of us here are deeply involved in

that you know I'm a Business School

professor but I've actually founded I

think now for nonprofits whenever I got

interested and became aware of a

societal problem that was what I did

form a non-profit that was that was the

way we've thought about how to deal with

these issues even a Business School

professor has thought about it that way

but I think at this moment

we've been at this for quite a while

we've been aware of these problems for

decades we have decades of experience

with the in with our NGOs and with our

government entities and there's an

awkward reality the awkward reality is

we're not making fast enough progress

we're not winning these problems sills

seem very daunting and very intractable

and any solution so we're achieving our

small solutions we're making incremental

progress what's the fundamental problem

we have in dealing with these social

problems if we cut all the complexity

away we have the problem of scale we

can't scale we can make progress we can

show benefits we can show results we can

make things better

we're helping we're doing better we're

doing good

we can't scale we can't make large scale

impact on these problems why is that

because we don't have the resources and

that's really clear now and that's clear

now than it's been for decades there's

simply not enough money to deal with any

of these problems at scale using the

current model there's not enough tax

revenue there's not enough philanthropic

donations to deal with these problems

the way we're dealing with them now

we've got to confront that reality and

the scarcity of resources for dealing

with these problems is is only growing

certainly in the advanced world today

with all the fiscal problems we face so

it's if it's fundamentally a resource

problem you know where are the resources

in society how are those resources

really created the resources we're going

to need to deal with all these societal

challenges well they're I think the

answer is very

where they're in business why all wealth

is actually created by business business

creates wealth when it meets needs at a

profit that's how all wealth is created

it's meeting needs at a profit that

leads to taxes and that leads to incomes

and that leads to charitable donations

that's where all the resources come from

only business can actually create

resources other institutions can utilize

them to do important work but only

business can create them and business

creates them when it's able to meet a

need at a profit the resources are

overwhelmingly generated by business the

question then is how do we tap into this

how do we tap into this business

generates those resources when it makes

a profit that profit is that small

difference between the price and the

cost it takes to produce whatever

solution business is created to whatever

problem they're trying to solve

but that profit is the magic why because

that profit allows whatever solution

we've created to be infinitely scalable

because if we can make a profit we can

do it for ten a hundred a million a

hundred million a billion the solution

becomes self-sustaining that's what

business does when it makes a profit now

what does this all have to do with

social problems

well one line of thinking is well let's

take this profit and redeploy it

into social problems business should

give more business should be more

responsible and that's been the path

that we've been on in business but again

this path that we've been on is not

getting us where we need to go now I

started out as a strategy professor and

I'm still a strategy professor I'm proud

of that but I've also over the over the

years worked more and more on social

issues worked on health care the

environment economic development

reducing poverty and as I worked more

and more in the social field I started

seeing something that had a profound

impact on me and in my whole life in a

way the conventional wisdom in economics

and the view and business has

historically been that actually there's

a trade-off between social performance

and economic performance the

conventional wisdom has been that

business actually makes a profit by

causing a social problem classic example

is pollution if business pollutes it

makes more money than if it tried to

reduce that pollution reducing pollution

is expensive therefore businesses don't

want to do it it's profitable to have an

unsafe working environment it's too

expensive to have a safe working

environment therefore business makes

more money if they don't have a safe

working environment that's been the

conventional wisdom a lot of companies

have fallen into that conventional

wisdom they resisted environmental

improvement they resisted workplace

improvement that thinking has led to I

think much of the behavior that we have

come to criticize in business that I

come to criticize in business but the

more deeply I got into all these social

issues one after another and actually

the more I tried to address them myself

personally in a few cases through

nonprofits that I was involved with

the more I found actually that the

reality is the opposite business is not

profit from causing social problems

actually not in any fundamental sense

that's a very simplistic view the deeper

we get into these issues the more we

start to understand that actually

business profits from solving social

problems that's why the real profit

comes

let's take pollution we've learned today

that actually reducing pollution and

emissions is generating profit saves

money makes the business more productive

and efficient it doesn't waste resources

having a safer working environment

actually an avoiding accidents it makes

the business more profitable because it

it's a sign of good processes accidents

are expensive and costly issue by issue

by issue we start to learn that that's

that there's no trade-off between social

progress and economic efficiency in any

fundamental sense

another issue is health I mean what we

found is actually health of employees is

something that businesses should

treasure because that health allows

those employees to be more productive

and come to work and not be absent the

deeper work the new work the new

thinking on the interface between

business and social problems is actually

showing that there's a fundamental deep

synergy particularly if you're not

thinking in the very short run in the

very short run you can sometimes fool

yourself into thinking that there's

fundamentally opposing goals but in the

long run ultimately we're learning in

field after fields that this is simply

not true

so how could we tap into the power of

business to address the fundamental

problems that we face imagine if we

could do that because we could do we

could scale we could tap into this

enormous resource pool and this

organizational capacity

and guess what that's happening now

finally partly because of people like

you who've raised these issues now for

year after year and decade after decade

we see organizations like Dow Chemical

leading the revolution away from trans

fat in saturated fat with innovative new

products this is an example of Jain

irrigation this is a company that's

brought drip irrigation technology to

thousands and millions of farmers

reducing substantially the use of water

we see companies like the Brazilian

forestry company for Bryza

that's figured out how to avoid tearing

down old growth forests and using

eucalyptus and getting much more yield

per hectare of Pulp and making much more

paper than you could make by cutting

down those old trees you see companies

like Cisco that are training so far four

million people in IT skills to actually

yes be responsible but help expand the

opportunity to disseminate IT technology

and grow the whole business there's a

fundamental opportunity for business

today to impact and address these social

problems and this opportunity is the

largest business opportunity we see in

business and the question is how can we

get business thinking to adapt this

issue of shared value this is what I

call shared value addressing a social

issue with the business model that

shared value

shared value is capitalism but it's a

higher kind of capitalism it's

capitalism as it was ultimately meant to

be meeting important needs not

incrementally competing for trivial

differences in in product attributes and

market share shared value is when we can

create social value and economic value

simultaneously it's finding those

opportunities that will unleash the

greatest possibility we have to actually

address these social problems because we

can scale we can address shared value at

multiple levels it's real it's happening

but in order to get this solution

working we have to now change how

business sees itself and this is

thankfully underway businesses got

trapped into the conventional wisdom

that they shouldn't worry about social

problems that this was sort of something

on the side that somebody else was doing

it we're now seeing companies embrace

this idea but we also have to recognize

business is not going to do this as

effectively as if we have NGOs and

government working part in partnership

with business the new NGOs that are

really moving the needle are the ones

that have found these partnerships that

have found these ways to collaborate the

government's that are making the most

progress are the government's that have

found ways to enable shared value in

business rather than see government as

the only player that has to you know

call the shots and government has many

ways in which it can impact the

willingness and the ability of companies

to compete in this way I think if we can

get business seeing itself differently

and if we can get others seeing business

differently we can change the world I

know it I'm seeing it I'm feeling it

young people I think my Harvard Business

School students are getting it we can if

we can break down this sort of divide

this unease this tension this sense that

we're not fundamentally collaborating

here in driving these social problems we

can break this down we finally I think

can have solutions thank you

[Applause]

[Music]