The article represents about the coordination between competitive
advantages and corporate social responsibility. Porter and Kramer
come up with a persuasive argument that two companies have two alternatives either
to develop the CSR program to be integrated in the later business operations or
watch just like the other competitors do. They suggest a basically new method to focus on the
relationship between society and business that the social welfare and growth of
the corporation has been treated as non-zero-sum game. The framework they presented is about the private
companies are able to specify the social consequences of their actions; to seek
for the opportunities that benefits themselves as well as society by
invigorating the competitive context in which they operate; to identify the CSR
initiative that they should address; and to discover the most effective approach of doing so. To sense the social
responsibility as an opportunity rather than as a public relation campaign or
damage control requires considerably multiple thinking- warning of the
authors, a mind-set which will become crucial in the competitive success that permit the
company to claim that it meets the measure of social responsibilities.

                 The
four predominating justifications for CSR describing about the four arguments
to make the case comprise moral obligation; focus on the duty
that companies have to be good citizens and do the right things,
sustainability; concentrate on community and environmental governance by
achieving the current needs without understanding the future generation’s
ability to meet their needs, license to operate; companies ask for permission
from the government, stakeholders, and the communities to do business in order
to satisfy the external public, and reputations; many companies used to
vindicate the CSR initiatives in terms of enhancing the image of company, boost
up morale, increase value of stock, and reinforce its brand. The effects of these
shattered produce immense missed opportunity and the corporation’s power to
make social benefits is dissolved, so the company should present the potential
to perform and encourage their communities along with their business goals.

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                 Integrating
society and business can create healthy society that extending the demand for
business complying with the shared value principle that uses to conduct
business strategy and understand competition. Also, incorporating
the inside-out and outside-in practices concern on the value chain activities can be
done in terms of support improvements in the context of social dimensions and investments
that are in competitive context has the possibility to minimize the limitations
on value chain activities of a company.

                 Finally,
to emphasis the moral purposes on business. As the organization
has the proficiency and resources to change the predicaments, they should both
developing the world and helping sparingly underprivileged communities in
advanced economies. Besides, manage the social issues by establishing shared value and
adjust its abundant resources, management talents, expertise, in which it
understands and has a share, as a result, can heighten the company’s influence
on social good than the other organizations.