Modelo de Valor Compartido Michael Porter Subtitulos en Español
Summary
TLDREl 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
🤔 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.
💼 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.
🌐 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.
🤝 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.
Mindmap
Keywords
💡Problemas sociales
💡Conciencia
💡Cambio climático
💡Economía de escala
💡Recursos
💡Capitalismo
💡Valor compartido
💡Innovación
💡Sinergia
💡Responsabilidad empresarial
💡Colaboración
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]
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