从“市场导向” 到“使命导向”：企业如何兼顾商业价值与社会责任？

Core Insights - A "quiet revolution" is occurring in large enterprises globally, where leaders are shifting focus from solely shareholder profit to broader social missions [2][3] - The increasing attention to corporate purpose reflects changes in the global business environment and societal responsibility awareness [2][3] - This evolution is driven not only by management's sense of social responsibility but also by rising consumer and investor expectations, particularly from younger generations [3][4] Corporate Purpose vs. Corporate Social Responsibility (CSR) - Corporate social responsibility (CSR) has been a popular concept, often limited to charitable donations and surface-level initiatives [4] - In contrast, a purpose-driven approach integrates social and environmental considerations into every aspect of business operations, influencing overall strategy [4][7] - Companies with a strong sense of purpose are more likely to create long-term value for multiple stakeholders rather than just focusing on short-term profits [4][11] Research Methodology - Researchers from Colorado State University employed a "theories-in-use" approach to capture executives' real thoughts on corporate purpose through interviews and archival data [6] - Initial informal discussions revealed varied interpretations of "purpose," leading to formal interviews with experienced leaders to establish a theoretical framework [6] Leadership Psychological Models - Profit-Centric Model: Focuses primarily on shareholder returns, viewing CSR as a necessary but non-essential activity [7] - Profit-Masking Model: Engages in CSR activities for public image without genuine internal change, often leading to "greenwashing" [8][9] - Transitional Purpose Model: Companies aim to shift towards a purpose-driven approach but face internal resistance and risk aversion [10] - Deep Purpose Model: Integrates purpose into the core of the business, aligning profit with social impact and fostering innovation [11] Pathways to Purpose Orientation - Companies can take various paths towards becoming purpose-driven, including: - U-Turn Path: Companies make bold commitments but revert to profit-driven models due to trust issues [14] - Rocky Road: Companies desire to improve social responsibility but face internal conflicts and structural inertia [15] - Steady Road: Companies with strong internal mission orientation successfully integrate social and environmental factors into daily operations [15] Key Takeaways for Transitioning - Establishing a shared goal requires self-reflection and collaboration among stakeholders [16] - Genuine support from leadership is crucial for successful transformation [16] - Operational alignment is necessary to incorporate social and environmental considerations into daily processes [16] - Continuous iteration helps organizations adapt to changing social issues and consumer demands [16] Conclusion - The shift towards a purpose-driven approach is becoming a new trend in business, emphasizing the importance of addressing the question of corporate existence [17] - Companies that genuinely engage in social missions can build trust and achieve long-term economic benefits [17]