Welcome to the shared Value Era

Michael Dezso

This paper argues that evolving business thinking and a more receptive marketplace are enabling brands to maximise both profit and social good, rather than concentrating on one goal or the other.

Welcome to the Shared Value Era: How cooperation and creativity are reshaping the possibility for brands to maximize both profit and social good

Michael DezsoJWT

Imagine Gordon Gecko and Rupert Murdock squaring off against the likes of Yvon Chouinard and Anita Roddick in a fight for the very soul of capitalism. The callous capitalists on one side arguing that commerce is a zero sum game and these objectives are mutually exclusive or, at best, that social good relies on the largesse of profit. While the more idealistic entrepreneurs insist that social mission is integral to their business.

The...

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