The Ark of Shared Value

Abstract

One of the new paradigms of entrepreneurship is the creation of shared value, an idea generated by Michael Porter and Karl Kramer, who postulated the principles to create shared value, that is, to generate profits for companies and to face a social problem. This idea is not new, but it keeps entrepreneurs thinking about creating new ideas, products, services, and business models to achieve these two objectives: making money and helping to solve a social problem. In this sense, the book presents the Ark of shared value, a model that helps to design shared value business projects. This tool allows companies to think about new products and design the business model to create shared value. The Ark has eight main elements, ranging from the project and components, the company and partners, the beneficiaries, the shared activities, the shared resources, the means of communication, the strategies to acquire, maintain, and increase customers, and the benefits.