Shared value model : carrots are better and cheaper than sticks

: carrots are better and cheaper than sticks : the case of Air Miles for social change

Abstract

The aim of this thesis is to provide a deep study about how the Shared Value Model (SVM), developed by Porter and Kramer, can be integrated in companies in a sustainable way. The focus of this study is to better understand the case of Air Miles for Social Change in Canada; to do so there is an important theoretical background that is particularly useful as it is the concept of SVM and how to measure its results. In order to reach the final goal, that is to provide an analysis about how can a similar business model be applied to the Portuguese market, there is a rigorous analysis of this market and a solution about how to address the products and services offered is proposed and insights into what is necessary to make the business work.

Date of Award	9 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Frazão Ferreira Fernandes Pinheiro (Supervisor)