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快速反应、内部协调和分工平衡股东、员工、顾客、社会等多方面利益企业在汶川地震中的种种行动充分体现了企业慈善运作力的快速成长但同时他们也面临着更多新挑战如何在慈善中找到和企业相关的明确的目标如何在企业里形成慈善文化和长效的公益行为如何全面地承担企业公民责任如何利用慈善活动来提升自己的竞争力波特为企业经营慈善指了一条明路将慈善行为进行战略化升级为在“利润最大化”和“社会责任”之间一直游移不定的企业找到了一条两全其美的道路
Rapid Response, Internal Coordination and Division of Labor Balancing the Benefits of Shareholders, Employees, Customers, and Society Various businesses in the Wenchuan earthquake fully demonstrated the rapid growth of corporate philanthropic operations but at the same time they also faced more new challenges. To find a clear business-related goals How to create a philanthropic culture in the enterprise and long-term philanthropic behavior How to fully assume corporate citizenship How to use charitable activities to enhance their competitiveness Porter for business charitable means a clear road Upgrade philanthropic behavior strategically to find the best of both worlds for companies that have been shifting between “profit maximization” and “social responsibility”