Social corporate responsibility Bloomberg/Getty Images

Geld verdienen door goed te doen

WASHINGTON, DC – Twee jaar geleden besloot Elon Musk, CEO van Tesla, iedereen toegang te geven tot de patenten van zijn bedrijf – een stap die volledig in strijd was met traditioneel competitief gedrag. Waarom zou een onderneming zijn zwaarbevochten ontwerpen en technologie aan de concurrentie weggeven?

Wat je ook van Musk mag denken, voor zijn moed is enige waardering wel op zijn plaats. Hij herschrijft de regels van het bedrijfsleven, op grond van het geloof dat het succes van Tesla afhangt van dat van de hele markt voor elektrische auto's, en dat de commerciële belangen van zijn bedrijf niet te scheiden zijn van de belangen van de samenleving.

Musks onconventionele strategie kan hele industrieën op hun kop zetten – ten bate van iedereen. Als de open patenten van Tesla erin slagen andere spelers de sector binnen te loodsen, kan dit een niche-product veranderen in een massamarkt-fenomeen – een transformatie die de strijd tegen de klimaatverandering een aanzienlijke impuls zou kunnen geven.

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