Foundations of CSR: Truly Sustainable

Carol Mendenall Ph.D.

PUBLISHED:

March 15, 2025

I had thought that the concept of Corporate Social Responsibility (CSR) was a fairly recent development based on my experience in business and business education.  Though two social reformers did not use the term CSR, their actions showed that all stakeholders are responsible for making a positive impact on society. My familiarity with the work of management and social theorist Peter Drucker, who actively published from 1939 to 2005, led me to the conclusion that organizations have a vital role in society. While Drucker may not have used the term CSR, he certainly advocated much of what encompasses this concept. Drucker’s work includes references to the need for social responsibility in business (Drucker and Maciariello, 2008). 

While recently sitting in a church service, I listened to a recitation of the work of the English theologian John Wesley, who died in the year 1791. Wesley was a social reformer with striking similarities to Drucker. That experience motivated me to look more into the parallels between Wesley and Drucker, and to see the connections of both men’s thoughts to what we now term Corporate Social Responsibility. It seems that this concept is perhaps far older than I thought, showing the sustainability of this idea.


A Definition and Use of Corporate Social Responsibility

 Corporate Social Responsibility can be defined as follows: 

Corporate social responsibility (CSR) is a business practice that involves integrating social, ethical, and environmental concerns into a company's operations. CSR can also be defined as a company's commitment to respecting the interests of its stakeholders (Google Search, 1-27-25). 

Examples of CSR include ethical leadership and management techniques, environmental involvement, and being fiscally sound and transparent within reason. It is evident that consumers value CSR activities such as limiting carbon footprint and supporting environmentally friendly fabrication solutions. Lately, some have been selecting products based on that business’ social platform. Society has shown through consumer choice and social media that CSR inspired behaviors are preferred. Many consider CSR as a 21st century concept, but let’s see how earlier social theorists articulated this concept – one in an era before corporations existed.


John Wesley (1703-1791)

John Wesley, the ‘Founder and Father of Methodism,’ was a priest for the Church of England who later left this denomination to start his own (GCAH, 2025). In 1727, Wesley was given a fellowship at Lincoln College (Vickers, 2003). Westley became a failed missionary in 1735 and three years later began to speak out against predestination doctrine, arguing that grace and redemption were available to all. He began journaling and sharing his evangelical works through ‘field preaching’ (GCAH, 2025; Vickers, 2003). These actions led to speaking out against corruption in the churches of the day and the need for social reform, including abolition of slavery (Vickers, 2003). 


According to GCAH (2025), he established Methodist Societies and created their charter in 1784. The Methodists continued based on his writings. Murray Norris (2017) concludes that followers of John Wesley did not separate work life from personal religious development. Wesleyans included charitable donations of volunteerism and finances, high work ethic, and greater outreach as part of their religious outpouring. This early form of social responsibility stemmed from Wesley’s work on economics, politics, and social issues such as workplace safety, prison reform, and education (Nutt & Wilson, 2010; Lunn, 2010).


Lunn (2010) states that Wesley was focused on the well-being of the individual worker. Instead of relying on organizations to change society, he supported individuals who were champions of social improvements. Wesley grounded his work in the theology that each person is made in God’s image. Even though the majority of the work was for and with individuals, Stranger’s Friend Societies and some private entities supported Wesley’s efforts to equalize the status of individuals regardless of social class (Murray Norris, 2017; Lunn, 2010). 


Peter Drucker (1909-2005)

Peter Drucker, often called the Father of Management, was primarily interested in society, communities within society, and polity according to A Functioning Society published in 2003. Drucker (2003) posits that management is a knowledge-based social function that influences society and economy (p.11). His first book involving corporations was Concepts of Corporation in 1946 though he did not use the phrase Corporate Social Responsibility (Drucker, 2003). 


Drucker was raised in Austria and went to Germany for both work and education (2003). He was introduced to the issues of a totalitarian dictatorship when Hitler came to power. Drucker worked for a newspaper in Frankfurt at the time and faced first-hand the censorship of the Nazi party. His experiences brought forth the book The End of Economic Man (1938-1939) and later The Future of Industrial Man (1942). Peter Drucker saw that “social institutions” were “power centers within industrial society” (Drucker, 2003, p.11).


Later, Drucker focused on the influence management has on the individual worker as well as on individuals themselves. Unlike Wesley, Drucker supported social change through and with organizations in balance with individuals. Concepts he created teach managers to be people-oriented instead of task-oriented and to consider investment in workers to be a pillar of good business. He found that many organizations had the primary drive of financial stability. Though a business must be stable monetarily to be a functioning organization, it is not the only pillar of ‘good business.’ Rao (2021) reminds us that Drucker posits that “people are our greatest asset” (p.6). Time must be spent on investing in employee development. Another example of how Drucker viewed the balance between society/organizations and the individual is the concept of status and function, a term he learned combing the library in Hamburg, Germany at the age of 18 (Drucker, 2003).


Status and function is defined by Drucker in terms of how an individual fits within a social group and what that person’s purpose is independent of any social labels or groupings (Drucker, 1942).  This is because status defines where an individual fits within the group as an in-group or out-group member and the role given to that person. Function is how an individual sees themselves with respect to life’s purpose and whether the purpose of society fits within a person’s individual viewpoint. There is a symbiotic relationship between status and function (Drucker, 2003).  Status and function can be self-defined or group-generated and is tied to social responsibility and discussed above as CSR.


Drucker's emphasis on integrity, social responsibility, and ethical behavior ties leadership decisions and actions in these areas to an organization’s sustainability. Drucker points out the need for sustainability in Managing the Non-Profit Organization and the necessity to balance mission, vision, financial stability, resources and marketing (Drucker 1990). One can conclude that these are of equal importance to a for-profit organization as well. 


Connections between Wesley and Drucker Related to CSR

Wesley focused on “slavery, economics and ethics, his work on aid to the poor, prison reform, and education beyond his scriptural teachings” (Lunn, 2010). Drucker held that individuals and organizations needed to lead the standards of society. These two activists spoke to the issues of the time, and people paid attention. Average people began considering the strategies suggested to alleviate concerns, prevent future negatively impacting events, and create better work environments. These gurus of social responsibility pointed out deficits, gave direction, and inspired others. We stakeholders of today’s society need to continue this work.


Uses for CSR Today

As we continue to shift from the industrial age to knowledge-based work and work in the service industries, we need to maintain balanced organizations that consider social problems in similar regard as they do business issues. Activities that have been categorized with CSR include organizational ethics, environmental issues, philanthropy, ethical responsibility, charitable global giving, community engagement, economic responsibility, and healthy workplace culture (IBM, 2023). I can see connections between these categories and both Drucker and Wesley. Through similar methods, these social reformers created a sustainable societal norm that created a better environment for individuals in the workplace and society as a whole. We need to maintain these ideals by fostering differences in management and organizational climate and culture.  Currently, CSR has been associated with job satisfaction, high performance, and employee trust within organizations that are engaged in social responsibility activities (Brieger, 2019). The benefits of CSR go beyond creating equitable workspace.

How do we keep these positive behaviors in the forefront of future organizations and constituents?


Sustainability

Wesley focused on making safe and ethical workplace conditions a priority. Drucker posits that organizations must measure how well they create and maintain work cultures that support the needs of all stakeholders, status and function, financial stability, innovation, and environmental impact.


Organizations that create and maintain a focus on CSR topics such as healthy workplace and environmental issues promote a better society while keeping clientele who share the same interests and concerns. This concept of social responsibility goes far beyond corporations. It lends to sustainable organizations. 


My question is, who will make sure these concepts are carried into the future? 

We will.


References

Brieger, S. A. (2019). Too Much of a Good Thing? On the Relationship Between CSR and                Employee Work Addiction. Journal of Business Ethics. Springer Nature B.V.

Drucker, P. (2003). A Functioning Society. Transaction Publishers

Drucker, P. (1990, 2010). Managing the Non-Profit Organization. Harper-Collins, e-books.

Drucker, P. (1942). The future of industrial man. Translation Publishers

GCAH, Jan 2025. General Commission on Archives & History: John Westley.         

https://gcah.org/biographies/john-wesley/

Google Search (Jan, 2025). Definition of Corporate Social Responsibility   

IBM, Dec 2023. What is Corporate Social Responsibility (CSR)? Found at https://www.ibm.com/think/topics/corporate-social-                  responsibility#:~:text=Corporate%20social%20responsibility%20is%20the,impact%20is   %20measured%20or%20quantified.

Murray Norris, C. (2017).  Chapter 9 Education, Welfare, and Missions.  Oxford Academic.                https://doi.org/10.1093/acprof:oso/9780198796411.003.0010

Nutt, P.C. & Wilson, D. C. (2010). Handbook of decision making. Wiley-Blackwell

Lunn, J. (2010). Religion & Liberty: John Wesley's Social Ethic. 3.6. Action University.

Rao, M.S. (2021). Peter Drucker’s Principles, Philosophies, and Practices. The Journal of Values-Based Leadership. 14.2.

Swaminathan, S. (2009). Wesley, John (1703–1791), Methodism, and Social Reform. 1-2. Wiley. https://doi.org/10.1002/9781405198073.wbierp1559

Vickers, J. A. (2003). John Wesley at 300. Historian, (79), 28-33. https://2q21e1s6o-mp01-y-   https-www-proquest-com.proxy.lirn.net/scholarly-journals/john-wesley-at-300/docview/275037337/se-2

The Great Professional Recalibration: Rethinking Work in the Age of Autonomy and AI

By Byron Ramirez Ph.D. • July 5, 2025
Over the past two decades, there has been a discernible shift in the professional workforce. Increasingly, individuals have chosen to leave traditional corporate environments in favor of smaller ventures, entrepreneurial efforts, and purpose-driven careers. This migration has been fueled by a desire for greater autonomy, meaningful impact, and freedom from the rigidity of hierarchical organizational structures. As the world continues to undergo sweeping changes—economic, technological, and social—professionals are finding themselves at a crossroads. The COVID-19 pandemic only accelerated this reckoning, forcing people across industries to reevaluate their relationship with work, identity, and independence. The professional exodus from corporate life is not a recent phenomenon, but it has intensified in recent years. Many highly skilled workers have become disenchanted with the often impersonal, bureaucratic nature of large institutions. For them, entrepreneurship and freelance work offer not only flexibility but a deeper connection to their values and aspirations. As Peter Drucker once noted, “People in any organization are always attached to the obsolete” (Drucker, 1999). Drucker was warning leaders of the dangers of complacency, yet his observation applies equally to workers who find themselves trapped in stale roles. The increasing appeal of non-traditional career paths stems from the recognition that fulfillment often comes from impact and ownership—not just a paycheck or job title. The rise of the gig economy and remote work culture further legitimized this shift. Platforms like Upwork and Substack enabled professionals to monetize their expertise without needing corporate infrastructure. Indeed, even before the pandemic, scholars observed a growing "entrepreneurial revolution" in the workforce, driven by digital tools that made self-employment more accessible than ever before (Kuratko et al., 2015). For professionals seeking meaning and control, starting their own ventures or joining mission-driven startups has been an increasingly viable—and attractive—alternative. Then came COVID-19, a global shock that radically disrupted labor markets and workplace norms. Millions were sent home from their offices overnight. What was initially a crisis turned into a catalyst for reevaluation. Working from home blurred the lines between professional and personal life, giving people more agency over their schedules and environments. Freed from long commutes and office politics, many professionals found a renewed sense of balance, albeit under challenging global conditions. However, the post-pandemic “return to normal” did not unfold as many employers had expected. Calls to return to the office were met with resistance, skepticism, and in some cases, outright refusal. Workers had experienced an alternative mode of professional life—one where they could maintain productivity while also caring for families, managing personal responsibilities, and safeguarding their mental health. This prompted many to ask, “What is the value of my independence?” and “Is it worth it, professionally and personally, to return to a traditional office setting?” These questions are not merely emotional—they are deeply strategic. As professionals assess the opportunity costs of returning to office-based roles, they are evaluating more than logistics. They are reconsidering their identities, long-term goals, and the environments in which they thrive. The desire for autonomy is no longer a fringe sentiment; it is becoming mainstream. Research has found that flexibility in where and when people work is now one of the top three factors employees consider when evaluating job opportunities. In essence, the pandemic has recalibrated professional expectations. But this inflection point is compounded by another seismic force: the rapid advancement of technology, particularly automation, robotics, and artificial intelligence (AI). Organizations are investing heavily in these tools, not only to increase efficiency but to future-proof their operations in the face of economic uncertainty and global competition. According to Brynjolfsson and McAfee (2014), we have entered a "Second Machine Age" in which intelligent systems will increasingly complement or even replace human labor in areas once thought to be uniquely human—such as decision-making, language processing, and customer service. The implications for professional workers are profound. Some roles will be augmented by AI, while others may become obsolete. New positions will emerge that require a different blend of technical acumen and human-centric skills such as creativity, empathy, and systems thinking. Professionals will need to engage in continuous learning and adaptation—a concept Drucker repeatedly emphasized. In his view, “the most important contribution management needs to make in the 21st century is...to increase the productivity of knowledge work and knowledge workers” (Drucker, 1999). If organizations are to remain competitive and workers are to remain relevant, both must embrace lifelong learning and agility. However, the technological evolution also raises existential questions: If machines can do our jobs better, faster, and cheaper, what role is left for the human professional? This challenge is not just about economics or efficiency—it is about identity. For many, work is deeply intertwined with self-worth and social contribution. As technology disrupts established career paths, professionals are grappling with how to redefine themselves in a world where expertise alone may no longer guarantee stability or status. This is where the human elements of autonomy, purpose, and adaptability come to the forefront. Drucker argued that in times of great change, continuity must be preserved—not by clinging to the past, but by reaffirming values and mission. “The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic” (Drucker, 1980). For professionals today, yesterday’s logic might mean chasing promotions, adhering to outdated career ladders, or subordinating personal needs to corporate loyalty. But these paradigms are eroding, and a new model is emerging—one that emphasizes contribution over conformity. Balancing continuity and change is especially difficult now, as traditional structures crumble and new models have yet to fully coalesce. Work-life balance, once a fringe discussion, is now central to workforce planning and professional decision-making. Yet as personal agency expands, so too does the burden of choice. The options are plentiful—remote roles, fractional work, entrepreneurship, consulting—but each path requires trade-offs in terms of income security, community, and long-term stability. Management scholars like Mintzberg (2009) have long argued that human development—not just economic output—should be the goal of management. In this light, the current workforce shift is not just a labor trend, but a broader cultural movement. Professionals are asking, “How can I live a good life?” not simply, “How can I make a living?” And companies, if they wish to retain top talent, must begin to answer that question too. Moreover, as technology and autonomy redefine the contours of work, leadership itself must evolve. Traditional command-and-control models are ill-suited for managing decentralized, empowered teams. Leaders must instead become facilitators of meaning, culture, and collaboration. As Goleman (2000) demonstrated, emotional intelligence—self-awareness, empathy, and social skill—is now as important as technical ability in driving team performance and retention. The shift toward purpose-driven work, coupled with the rise of distributed teams, demands a new kind of leadership—one that is human-centered and responsive. We are witnessing a great professional recalibration—a deep and ongoing reexamination of what work means, how it is structured, and what it should achieve. The convergence of post-pandemic recovery, technological disruption, and rising demand for autonomy has created both anxiety and opportunity. Professionals are no longer passively accepting predefined roles; they are actively shaping their careers to align with their values, lifestyles, and aspirations. As Drucker predicted, the most successful organizations—and individuals—will be those who embrace both change and continuity, leveraging technology while preserving the human essence of work. The road ahead is uncertain, but one thing is clear: the age of the autonomous professional is here, and it is reshaping the world of work as we know it. References Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies. W. W. Norton & Company. Drucker, P. F. (1999). Management Challenges for the 21st Century. Harper Business. Drucker, P. F. (1980). Managing in Turbulent Times. Harper & Row. Goleman, D. (2000). Leadership That Gets Results. Harvard Business Review, 78(2), 78–90. Kuratko, D. F., Morris, M. H., & Schindehutte, M. (2015). Understanding the dynamics of entrepreneurship through framework approaches. Small Business Economics, 45(1), 1–13. Mintzberg, H. (2009). Managing. Berrett-Koehler Publishers.

Alexis de Tocqueville and The Future of Democracy: Part II

By Karen Linkletter Ph.D. • June 21, 2025
In Part I of this series, I gave a brief overview of Alexis de Tocqueville’s background and project of evaluating American Democracy in the early 19 th century. In this new installment, I’d like to share de Tocqueville’s observations about the nature of equality in America and how what he saw might help us understand some of the challenges democracies face today. When de Tocqueville visited America in 1830-1831, the young nation was in the process of redefining equality both in social and political terms. As I noted earlier, the election of Andrew Jackson as president coincided with the expansion of suffrage to not just propertied white males, but to virtually all free white men. This was because as time passed from the founding of the nation in 1789, large property holdings were broken up and passed onto heirs (something de Tocqueville himself noted). In the younger frontier states, and even in the original colonies, governance required broader participation of the electorate. When the founders crafted the United States’ Constitution, they did not envision a democracy that involved a citizenry of the majority (and certainly not women or people of color). While de Tocqueville has much to say about the political conditions in America, it is his commentary on the social ramifications of this changing nature of equality that is most fascinating (and, perhaps, particularly instructive for us today). As wealth was distributed from the few to the many, the concept of a wealthy propertied class began to fade away. This development was exacerbated by the growth in early industry in the East (notably textile manufacturing) which fueled a rising middle class in the cities. As de Tocqueville notes, the early landed gentry families had all but disappeared as their children became doctors, merchants, and lawyers, “commingled with the general mass.” As a result, he comments, Americans embraced a “middling standard” with respect to education and social station. We continue to see echoes of this as most Americans today would claim to be “middle class” even though it is statistically impossible for everyone to be in the “middle.” Throughout his Democracy in America, de Tocqueville argues that the democratic obsession with equality has dramatic social and cultural consequences. What de Tocqueville refers to as “equality of condition” is not actual equality, but the belief in its primacy as an organizing principle for society. The concept of a meritocracy, where one rises or falls by one’s own efforts rather than by virtue of birth status or family heritage, was increasingly part of American culture by the 1830s; the concept of the “self-made man” was enshrined in popular culture from Benjamin Franklin’s work through the Horatio Alger stories of the 19 th century. De Tocqueville observed that this insistence on self-making, on individual achievement, rips at the social fabric of relationships and interconnectedness. Individualism leads a person to “sever himself from the mass of his fellows” and leave “society at large to itself” (98). As one can no longer distinguish oneself in society by position or family status, one must now achieve individual success or power in order to ‘be someone’. This is a byproduct of equality of condition, because as de Tocqueville argues, no person really wants to be the same as everyone else. Deep down, no one truly desires absolute equality on a social level. The question is: how does someone achieve, in Drucker’s terms, status and function if the old order of aristocracy and class structure is swept away? That was one of the primary questions that De Tocqueville pondered as he studied the emerging American Democracy of the early 1800s. One of the manifestations of the desire for status and function in a society obsessed with equality of conditions is an increasing focus on material success. De Tocqueville was fascinated by the “restlessness” with which Americans lived in such prosperity. This is one of my favorite passages from Democracy in America: In the United States a man builds a house in which to spend his old age, and he sells it before the roof is on; he plants a garden and lets it just as the trees are coming into bearing; he brings a field into tillage and leaves other men to gather the crops; he embraces a profession and gives it up; he settles in a place, which he soon afterwards leaves to carry his changeable longings elsewhere. If his private affairs leave him any leisure, he instantly plunges into the vortex of politics; and if at the end of a year of unremitting labor he finds he has a few days’ vacation, his eager curiosity whirls him over the vast extent of the United States, and he will travel fifteen hundred miles in a few days to shake off his happiness. Death at length overtakes him, but it is before he is weary of his bootless chase of that complete felicity which forever escapes him. De Tocqueville describes what we have, in various periods of time, called “keeping up with the Joneses” or “keeping pace” – the desire to match or supersede others’ social status and lifestyles. When the old systems of class stratification disappear, economic success often becomes a marker of achievement in democratic societies. This leads to not just consumerism, but also the “disquietude” that De Tocqueville noticed. Nothing is ever good enough, because one is always measuring oneself against the prosperity of neighbors, co-workers, and associates. Time is short, and “anxiety, fear, and regret” occupy the mind as we worry about what we are missing out on and what we haven’t achieved. As we think about current modern democratic societies, we can see how this obsession with equality of condition and its associated pressures on the need for status and function have only become more exaggerated. De Tocqueville’s work paved the way for Drucker’s argument against an “Economic Man”: a promise of equality based on either a capitalist or socialist system. Socioeconomic equality is not only impossible; it runs against human nature. Furthermore, Drucker’s theory of a knowledge society, a society based on education and knowledge as capital, makes this even more complicated. The more educated people not only make more money, but they also wield more influence politically and socially. Drucker saw this as early as the 1950s, but it is more obvious today. Now, democratic societies face the perception of an elite ruling class in government, academia, business, and other institutions. The “us” vs. “them” mentality pits this elite class against “the middle” – the average person who feels neglected and missing out, “weary of his bootless chase.” Because we have embraced equality as a passion, democracies are perceived as failures in their ability to uphold the promise of economic and social equality for all. The result is a global rise in populism, a rage against the elite establishment, and a desire to tear down institutions. We have seen this play out in political developments in Poland, Italy, Germany, and the United States. What is the solution to this predicament? Should we not pursue equality? Drucker made the case that free societies needed to provide avenues for status and function for all of its members, which meant that economic success and educational achievement could not be the only avenues for being part of society. If a portion of society sees itself as outcasts, as unable to ‘be someone’ or contribute meaningfully, they will perceive that democratic institutions have failed them. The only way for democratic societies to function is to uphold some faith in equality of condition for all. Once the belief in fundamental principles is lost, there is little glue to hold societies together. The key is how we define “equality”; as Drucker and de Tocqueville showed us, promises of economic equality are destined for failure. But democratic societies can afford all of its members human dignity and a sense of purpose. In the next installment, I’ll provide some of de Tocqueville’s suggestions for strengthening democratic institutions. Sources Tocqueville, A.D. and Reeve, H. (1835). Democracy in America. London: Saunders and Otley, to 1840.

El Emprendedor, El Emprendimiento, y La Innovación

By Byron Ramirez Ph.D. • June 11, 2025
Cada mañana, Isabel abría su pequeño taller antes del amanecer, aunque nadie aseguraba que llegaría un cliente. No heredó fortuna, solo poseía una idea: reinventar la forma de vestir a su comunidad. Mientras otros dormían, ella soñaba despierta, hilando futuro entre telas. Así comenzó su historia como emprendedora. El emprendedor está motivado por la posibilidad de que sus productos y servicios puedan agregar valor a la sociedad. Pero también está consciente de que, para operar de manera sostenible, necesita generar ganancias. Los emprendedores tienden a reevaluar constantemente sus productos o servicios, mientras examinan el mercado en el que compiten y la forma en que producen y distribuyen sus ofertas. Ellos entienden que, para sobrevivir la intensa rivalidad y competencia que enfrentan, deben encontrar formas de innovar continuamente. La necesidad de competir de manera efectiva conduce a que los emprendedores apuesten por la innovación, ya que esta también facilita la creación de valor. Este es el proceso denominado "destrucción creativa". Joseph Schumpeter acuñó este término para describir el proceso de cambio desordenado, donde las ideas, productos, empresas e industrias enteras son desplazadas por nuevas innovaciones. Schumpeter sostuvo que la principal contribución de los emprendedores a la sociedad es abogar por el cambio y la disrupción, y al hacerlo, ayudan a avanzar a la sociedad. Schumpeter estableció conceptualmente al "emprendedor como innovador", siendo el emprendedor una figura clave en el impulso del desarrollo económico. Schumpeter argumentó que la innovación es un factor crítico del cambio económico. Indicó que el cambio económico gira en torno a la innovación, las actividades emprendedoras y el poder del mercado. Schumpeter afirmó que el poder del mercado originado en la innovación podría proporcionar mejores resultados que la competencia de precios y la ‘mano invisible’. Además, sugirió que la innovación a menudo crea monopolios temporales, permitiendo ganancias anómalas que pronto serían disputadas por imitadores y rivales. Explicó que estos monopolios temporales eran necesarios para proporcionar el incentivo requerido para que otras empresas desarrollaran nuevos productos y procesos. Por consiguiente, el emprendedor introduce cosas nuevas, procesos y perspicacia empresarial con el propósito de transformar innovaciones en bienes económicos. Y el emprendedor está dispuesto a asumir el riesgo asociado con introducir el cambio. Las actividades innovadoras de los emprendedores alimentan un proceso de ‘destrucción creativa’ al causar disturbios constantes en un sistema económico en equilibrio, creando así oportunidades para generar ingresos y beneficios. Por lo tanto, el emprendimiento interrumpe el flujo estacionario del sistema económico y de esta manera inicia y sostiene el proceso de desarrollo económico. Al ajustarse a un nuevo equilibrio, se generan otras innovaciones y más emprendedores entran al sistema económico, introduciendo nuevos productos y servicios, fomentando así el progreso. De manera similar, las empresas emprendedoras participan en la destrucción creativa y así logran captar una parte del mercado al reemplazar empresas que han fracasado en producir productos y servicios valiosos. El proceso de destrucción creativa incentiva a las empresas a desarrollar nuevos productos, servicios y procesos; de lo contrario, no sobrevivirán a largo plazo. El emprendimiento abarca la entrada al mercado de nuevas empresas, pero también respalda el desarrollo de actividades innovadoras en empresas existentes que les permiten crear valor continuo. En este sentido, la innovación puede caracterizarse como el desarrollo de un nuevo producto, servicio o proceso a medida que la empresa emprende nuevas combinaciones de los factores de producción. La innovación es un proceso complejo y dinámico que requiere compromiso, recursos e inversión. Muchas veces, las empresas modifican su modelo de negocio existente, reorganizando la forma en que desarrollan un producto o la manera en que entregan nuevas funcionalidades o servicios a sus clientes. Las modificaciones a un proceso organizacional existente, a un modelo de negocio existente, o incluso a un método de prestación de servicios, son todos ejemplos de cómo se aprovecha la innovación para buscar una mayor efectividad. La innovación puede caracterizarse como el desarrollo de un nuevo proceso o producto (o servicio) que satisface nuevos requerimientos y/o necesidades del mercado existentes. Drucker nos dice: “La innovación debe centrarse en una necesidad específica que satisface, en un resultado final específico que produce.” (Drucker, 1985). La innovación permite que productos, procesos, servicios, tecnologías e ideas más eficaces estén disponibles para los mercados y la sociedad. Como resultado, la innovación es utilizada por la empresa como un medio para satisfacer las necesidades de los consumidores; como una herramienta para competir con otras empresas en un mercado existente; y como un instrumento para ingresar a un nuevo mercado. Por lo tanto, la innovación incrementa conceptualmente la probabilidad de que la empresa logre eficiencia económica a corto plazo, y puede permitirle establecer una posición más competitiva a largo plazo. No obstante, la empresa se enfrenta a limitaciones internas (por ejemplo, el costo de insumos) y limitaciones externas (por ejemplo, la competencia en el mercado) que hacen que sea difícil subsistir. Además, los rendimientos marginales decrecientes influyen en la capacidad de producción de la empresa. La innovación puede considerarse esencial para el éxito de las empresas y para la supervivencia económica a largo plazo. Según algunos académicos, la innovación puede ayudar a mejorar la supervivencia a largo plazo de una empresa, ya que puede mejorar su oferta de línea de productos/servicios al tiempo que le permite establecer una ventaja competitiva sobre otras empresas (Antonelli, 2003; Lundvall, 2007; Porter, 1990; Schumpeter, 1936; Teece y Pisano, 1994). Vale la pena señalar que la empresa que elige innovar lo hace basándose principalmente en la información que tiene sobre las preferencias, deseos y necesidades de los consumidores en su mercado. En otras palabras, la empresa innova porque reconoce la oportunidad y el valor de satisfacer las necesidades y deseos de los consumidores a corto plazo y ve la inversión en innovación como un medio para también posicionarse eficazmente a largo plazo. Drucker nos recuerda: “La innovación sistemática y con propósito comienza con el análisis de las oportunidades” (Drucker, 1985). Y dado que la empresa enfrenta competencia, la innovación se convierte en una vía a través de la cual la empresa puede diferenciar sus productos o servicios. La innovación es la materialización exitosa de una idea útil, donde la idea es comercializada. La innovación también permite a la empresa reconfigurar sus recursos de manera más eficiente, y por lo tanto le permite aumentar su productividad, con la implicación de que esto puede ayudar a aumentar sus ganancias. La innovación ha ayudado a construir empresas y a hacer crecer y desarrollar industrias. Por ejemplo, hace apenas dos décadas, las empresas tenían dificultades para gestionar la gran cantidad de información y datos relacionados con sus interacciones continuas con los clientes. Desde 1999, Salesforce ha revolucionado la forma en que las organizaciones hacen seguimiento de las interacciones con los clientes y gestionan sus datos de ventas. Desde su fundación, Salesforce ha desarrollado múltiples versiones de sus productos, dando lugar a un sofisticado software empresarial basado en la nube que respalda la gestión de relaciones con los clientes (CRM). Las soluciones innovadoras de Salesforce incluyen la automatización de fuerza de ventas, servicio y soporte al cliente, automatización de marketing y comercio digital. Salesforce ha permitido a grandes organizaciones automatizar sus procesos de ventas y marketing y volverse cada vez más eficientes, al tiempo que se convierten en gestores eficaces de los datos e información de los clientes. La innovación no es un proceso lineal. Por el contrario, es un proceso altamente iterativo de reconsiderar muchos factores internos técnicos y operativos, y factores externos, con una interpretación en constante flujo de cómo la empresa podría continuar desarrollando y ofreciendo productos y servicios. La empresa en la que se fomenta la innovación debe apoyar las diversas iteraciones, interacciones y transacciones necesarias para respaldar los esfuerzos de innovación. El emprendedor, que no le teme a la incertidumbre ni al riesgo, es capaz de gestionar este proceso dinámico.  La innovación que aborda una necesidad o deseo del mercado aporta valor a la sociedad. Sin embargo, la innovación requiere que las empresas analicen sistemáticamente las oportunidades que se presentan. Por lo tanto, el emprendedor y la empresa emprendedora deben desarrollar la capacidad de observar y percibir las necesidades cambiantes de las personas. El emprendedor debe entonces centrarse en ofrecer una solución que satisfaga un conjunto específico de necesidades o deseos. Esto implica que la innovación debe ser manejada con propósito. Y también requiere que el emprendedor no solo sea disciplinado, sino que esté dispuesto a invertir en la adquisición de conocimiento que pueda aplicarse productivamente. Tanto el emprendedor como la empresa emprendedora deben reevaluar continuamente sus productos y servicios, analizar el mercado en el que compiten y reconsiderar la forma en que producen y distribuyen sus productos y servicios. Al adoptar la innovación, abogarán por el cambio y la disrupción, y ayudarán a avanzar a la sociedad. Referencias Antonelli, C. (2003). The economics of innovation, new technologies and structural change: studies in global competition series. New York, NY: Routledge. Drucker, P. (1985). Innovation and entrepreneurship: practice and principles. New York, NY: Harper Business. Lundvall, B. Å. (2007). National innovation systems—analytical concept and development tool. Industry and innovation, 14(1), 95-119. Porter, M. E. (1990). The Competitive advantage of nations: creating and sustaining superior performance. New York: Simon and Schuster Inc. Schumpeter, J.A. (1936). The Theory of Economic Development, Second Edition. Cambridge: Harvard University press. Teece, D., & Pisano, G. (1994). The dynamic capabilities of firms: an introduction. Industrial and corporate change, 3(3), 537-556.
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