Porter, M. E. (2014). Clusters and Shared Value: Drivers of Competitiveness. In: Bogotá Chamber of Commerce. Bogotá, Colombia, 6 May 2014. Boston: Harvard Business School.
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자료정리: 김예영
Thinking Strategically
COMPETING TO BE THE BEST ▶ COMPETING TO BE THE BEST
- The worst error in strategy is to compete with rivals on the same dimensions
Business Strategy Drivers of Company Performance
Industry Structure(Industry Attractiveness) ▶ Strategic Positioning Within the Industry(Sustainable Competitive Advantage)
- Company economic performance results from two distinct causes
- Companies need to also focus on the health of the industry, which can be as important as a company‘s own position
Operational Effectiveness Versus Strategy
| Operational Effectiveness | Strategic Positioning |
| •Assimilating, attaining, and extending best practices
•Doing the same things better and better •Validating and Executing |
•Creating a unique value proposition
•Doing things differently to deliver distinctive value •Making Choices |
Tests of a Successful Strategy
- A unique value proposition compared to competitors
- A distinctive value chain involving clear choices about how the company will operate differently to deliver its value proposition
- Making clear tradeoffs, and choosing what not to do
- Integrating activity choices across the value chain to fit together and reinforce each other
- Continuity of strategic direction with continuous improvement in realizing the unique value proposition
What is a Cluster? Tourism in Cairns, Australia 
Why Clusters Matter?
- Clusters increase productivity and operational efficiency
- Clusters stimulate and enable innovations
- Clusters facilitate commercialization and new business formation
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- Clusters reflect the fundamental importance to productivity and innovation of linkages and spill-overs across firms and associated institutions
The Role of Business in Society Evolving Approaches
| Philanthropy | Corporate Social Responsibility (CSR) | Creating Shared Value (CSV) |
| •Donations to worthy social causes
•Volunteering
|
•Compliance with community standards
•Good corporate citizenship • “Sustainability” ▼▼▼ •Mitigating risk and harm •Improving trust and reputation |
•Addressing societal needs and challenges with a business model
|
CSR versus Shared Value Fair Trade
| CSR | CSV |
| Fair Trade
•Paying a higher price to farmers for the same products •Certification as a fair trade company |
Transforming Procurement
•Collaborate with farmers to improve quality and yield •Supporting investments in technology and inputs •Higher prices for better quality •Higher yield increases quantity produced •Environmental impact also improved |
Levels of Shared Value
1)Reconceiving needs, products, and customers
- Meeting societal needs through products and services
- Serving unserved or underserved customers
2) Redefining productivity in the value chain
- Utilizing resources, energy, suppliers, logistics, and employees differently and better
3) Improving the local and regional business environment
- Improving skills, the supplier base, the regulatory environment, and the supporting institutions that affect the business
- Strengthening the cluster on which the company depends
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- Strengthens the link between company success and community success