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As John F. Kennedy once said, "To be just, it is not enough to refrain from injustice. One must go further and refuse to play its game, substituting love for self-interest as the driving force of society". In the business world, we translate this concept into a persistent focus on Fairness, the cornerstone of ethical decision-making. In an era where Ethical Leadership and Corporate Social Responsibility are of paramount importance, the role of Fairness in Strategic Management has never been more crucial.

Delving into the rods and cones of Fairness, this management principle isn't simply 'doing the right thing'. It goes beyond merely abiding by laws and regulations. Fairness permeates the organization's lifeblood—taking the form of impartial distribution of rewards, decision-making without bias, and equitable treatment of all stakeholders.

According to a study by the Boston Consulting Group (BCG), organizations with high Fairness perceptions tend to have 2.5 times higher EBITDA multiples than companies with lower Fairness perceptions. Fairness in Strategic Management processes and decision-making leads to a positive, engaged workforce and better corporate performance. Delving deeper, Fairness builds trust, drives engagement, and fosters Innovation among employees— necessities for a successful modern-day organization.

Incorporating Fairness in your organization starts from recognizing and acknowledging its importance. This shift calls for an unbiased perspective in Strategy Development, passively resisting the pulls of favoritism and bias, and exhibiting active propriety in decision making. The following principles are foundational to embedding Fairness in your Strategic Management practices:

1. Transparency: Create open lines of communication where goals, decisions, and processes are clear to all stakeholders. This practice reduces the potential for any perceived bias or favoritism.
2. Consistency: Ensure consistent application of rules and principles across the organization, eliminating differential treatment.
3. Impartiality: Uphold neutrality in decision making. Deploy mechanisms that minimize personal bias and promote objective decisions.
4. Accessibility: Make sure all stakeholders, regardless of their level or role, have an equal chance to voice their opinions and concerns.

Turning these Fairness principles into Operational Excellence won't happen overnight. It requires a continuous commitment from leaders to promote the benefits of Fairness in daily management. Embedding these principles into Change Management initiatives can also progressively lead to a culture of Fairness and trust.

In the face of the digital revolution impacting every industry, Fairness may seem to some like a remnant of the past. However, it holds the potential to fortify Business Transformation and take your organization to new heights. As the BCG study shows, for companies that understand the importance of Fairness, the Risk Management benefits, Performance Management improvements, and, ultimately, robust financial results, are as sure as day follows night.

Recognizing the importance of Fairness in Strategic Management is no longer just a matter of ethics or morality; it's a discerning business strategy. By creating a culture of Fairness, organizations can motivate their workforce, improve Performance Management, mitigate risks, and drive business success. It begins with informed leaders making conscious decisions to value Fairness, and translates into specific, tangible benefits for the business.