In the spirit of corporate social responsibility, ethically aware businesses build win-win enduring relationships, forging a union between not only the business partners, but also with the societies which are touched by their business activity.
In the January-February 2011 issue of Harvard Business Review, professor Michael E. Porter and Mark R. Cramer proposed what they called Creating Shared Value, while declaring that "Companies must take the lead in bringing business and society back together" [REF].