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

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