Promoting green business innovation in base-of-thepyramid companies in Cúcuta through shared value and philanthropy

Abstract

Promoting green business innovation in companies
at the base of the pyramid in Cúcuta, Colombia,
through shared value and philanthropy is crucial for
the sustainable development of the region. In recent
years, several research studies have highlighted the
importance of these practices in generating positive
social and environmental impact, as well as driving
inclusive economic growth. According to Porter, the
concept of shared value implies the creation of value
for both the company and society, recognizing that
long-term business success is intrinsically linked to
social and environmental progress. This perspective is
critical for companies at the bottom of the pyramid,
which often operate in vulnerable environments and
face significant challenges. In addition, corporate
philanthropy has been recognized as a powerful tool
for sustainable development. By investing in social
and environmental initiatives, companies can improve
the living conditions of local communities while
strengthening their reputation and market position.
In the specific context of Cúcuta, recent research
has highlighted the need to promote green business
innovation to address the region's environmental
and social challenges. This includes the adoption of
sustainable business practices, such as the efficient
use of resources, the reduction of emissions and
the promotion of responsible supply chains. Finally,
promoting green business innovation in companies
at the base of the pyramid in Cúcuta through shared
value and philanthropy is essential to drive sustainable
development in the region. Recent research supports
this assertion, highlighting the importance of these
practices to generate positive business, social and
environmental impact.