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The virtue matrix. Calculating the return on corporate responsibility.

Roger L Martin¹

¹Rotman School of Management, University of Toronto.

Harvard Business Review

|March 16, 2002

Summary

Executives face challenges in corporate citizenship due to competitive pressures, regulations, and globalization. Roger Martin

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Area of Science:

Business Ethics
Corporate Social Responsibility
Strategic Management

Background:

Executives aiming for enhanced corporate citizenship encounter significant obstacles.
These include risks to competitive advantage, regulatory burdens, and the potential for job displacement due to global labor standards.

Purpose of the Study:

To introduce a framework, the virtue matrix, for analyzing corporate responsibility.
To explore the dynamics of corporate virtue and the factors influencing its supply.

Main Methods:

Conceptual analysis using the "virtue matrix" framework.
Examination of real-world case studies, including Aaron Feuerstein's leadership at Malden Mills.
Analysis of stakeholder pressures and globalization's impact on corporate conduct.

Main Results:

The virtue matrix offers a tool to assess corporate responsibility by treating it as a product or service.
Corporate virtue is influenced by stakeholder pressures (shareholders, citizens, employees, political authorities) and globalization.
Barriers to increasing corporate virtue exist, and strategies are needed to overcome them.

Conclusions:

The virtue matrix provides a structured approach for executives to navigate the complexities of corporate responsibility.
Understanding stakeholder interactions and global economic forces is crucial for fostering greater corporate virtue.
Further research is needed to identify and implement strategies for removing barriers to corporate virtue.

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