PORTER, M. E. 2014. The Role of Business in Society: Creating Shared Value. In: Distinguished Speaker Series. University of Calgary, Canada, 12 February. Boston: Harvard Business School. 원문보기
자료정리: 김예영
Purpose Based Strategic Positioning
| Traditional Positioning | New Positioning | |
| Nestlé | Food and Beverage Company | Nutrition, Health and Wellness Company |
| Thermo
Fisher Scientific |
Scientific and Laboratory Instruments Company | Making the World Healthier, Cleaner, and Safer |
| Nike | Footwear and Apparel Company | Health and Fitness Company |
A clear social purpose opens up new opportunities for growth and profitability, while motivating and attracting consumers, business partners, employees, shareholders, and the public