For Michael Porter and Mark Kramer, co-authors of the article Shared Value, there has been a looming need to reconnect the success of companies with social progress. They believe that, “Companies could bring business and society back together if they redefined their purpose as creating shared value – generating economic value in a way that also produces value for society by addressing its challenges.” The pair asserts that a shared value approach to business can drive innovation and productivity while creating competitive advantages and addressing human needs. What they are ultimately alluding to is what many social enterprises are doing through their business models.