Creare valore economico e fare il bene comune: la nuova sfida della strategia d'impresa

Corporate reputation has fallen down to the lowest historical level. Companies are faced by a strong and growing request to act as conscious social actors and not only as cynical profit maximizers; on the other side the well-known CSR (Corporate Social Responsibility) movement, originally arisen just for that, is more and more criticized, being accused to have missed its own main objective. Even the recent model of “Shared Value Creation”, proposed by Porter and Kramer as the solution, is contested as a simplistic and superficial approach. In this confused and complex scenario our contribute, stemming from an empirical and consistent analysis of a large number of companies, aims at framing a model which integrates the “Common Good” construct into the corporate strategies, identifying a viable path to reconcile the “common good perspective” with the inescapable goal of creating economic value.