scholarly journals LINKS BETWEEN THE CREATING SHARED VALUE CONCEPT AND A COMPANY’S MARKETING STRATEGY

2021 ◽  
Vol 19 (4) ◽  
pp. 51-58
Author(s):  
Wojciech Grzegorczyk
Keyword(s):  
Marketing Strategy ◽  
Critical Analysis ◽  
Marketing Research ◽  
Shared Value ◽  
Common Value ◽  
Creating Shared Value ◽  
Production And Distribution ◽  
Corporate Social ◽  
The Relationship ◽  
Selection Of

The aim of the article is to try to define the relationship between the corporate social responsibility (CSR) and the creating shared value (CSV) concepts and marketing strategy. To achieve this goal, a method of critical analysis of national and foreign literature relating to these issues was used. On this basis, conclusions were formulated defining the scope and content of these relations. They relate primarily to a company’s mission, marketing research and marketing strategy. The relationship between the CSV concept and marketing strategy can be particularly seen in the evaluation and selection of new geographic markets and new buyer segments. They refer to changes in product policy – creation of products constituting common value. Relationships also relate to distribution policy, which may include the creation of local clusters and the inclusion of companies from these markets in production and distribution.

Corporate social responsibility, country reputation and corporate reputation

2019 ◽  
Vol 27 (2) ◽  
pp. 178-197 ◽  
Author(s):  
Keith James Kelley ◽  
Thomas A. Hemphill ◽  
Yannick Thams
Keyword(s):  
Latin America ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Emerging Markets ◽  
Shared Value ◽  
Content Type ◽  
Country Reputation ◽  
Creating Shared Value ◽  
Corporate Social ◽  
The Relationship

Purpose This paper aims to explore the relationship between corporate social responsibility (CSR) and corporate financial performance (CFP) from a shared value perspective. Adopting reputation as a multilevel form of value that mediates the CSR–CFP relationship, the paper explains how CSR initiatives may enhance both firm and country reputation and how the amount of shared value between the two leads to CFP. Design/methodology/approach The paper first establishes the theoretical foundation for the relationship between CSR and CFP. It then draws connections to a more recent stream of literature surrounding the concept of creating shared value to expand upon this relationship, adopting reputation as a multilevel form of shared value that mediates the CSR–CFP relationship. The paper further discusses moderating influences of this relationship that may vary contextually with emerging economies such as those in Latin America. Findings The paper argues that as markets become further developed, CSR initiatives will create a higher proportion of shared reputational value between a corporation and country. This is the result of from aligning CSR initiatives that benefit a society, with the strategic goals of the firm – the essence of creating of shared value – but is more difficult in emerging markets, especially volatile ones. Originality/value This paper offers insight into a complex relationship between CSR, shared reputational value and CFP by introducing the more recent concept of creating shared value. Several propositions related to this general relationship, and some related to the difference among emerging markets (such as those in Latin America), address the need for more research related to corporate and country reputation, creating shared value and in the emerging market context.

scholarly journals Can Corporate Social Strategy Create Shared Value Toward Creative Business? “Volvo Social Strategy Model”

ECONOMICS ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 109-124
Author(s):  
Ishak Kherchi ◽  
Fellague Mohamed ◽  
Haddou Samira Ahlem
Keyword(s):  
Value Creation ◽  
Single Case ◽  
Shared Value ◽  
Single Case Study ◽  
Social Strategies ◽  
Social Strategy ◽  
Creating Shared Value ◽  
Corporate Social ◽  
Practical Implications

Abstract Purpose: This paper aims to provide corporate social strategies as an entrance to create shared value, in addition to that we aims to provide a theoretical and practical contributions that ground understanding the concept of creating shared value. Design/methodology/approach: The authors analyze a single case study of Volvo corporation. The objective is to evaluate whether the corporate social strategies can yields to a shared value creation. Findings: We found that corporate social strategies followed by Volvo Corporation yields to a shared value creation. Research limitations/implications: This single case study provides an entrance to create shared value; however, more research is needed to find other entrances. Practical implications: The paper has practical implications that relate to the design of shared value model. We provide practical well known strategies that could be apply by corporations to reach shared value creation. Originality/value: A unique view of corporate social strategy and creating shared value concept.

scholarly journals Green Marketing Strategy as a Sustainable Solution to Tourism Development in Vietnam

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 116-132
Author(s):  
Hoang Phuong Nguyen ◽  
Viet Duc Bui
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Marketing Strategy ◽  
Corporate Reputation ◽  
Business Performance ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Corporate Social ◽  
The Relationship

The study conducted a theoretical review and review of previous studies shows that the research gap is the correlation between social responsibility factors, green marketing strategy, corporate reputation and business performance. The practical context of the tourism service industry in Vietnam is also necessary and suitable for research. The study's overall objective is to propose and test a model on the relationship between corporate social responsibility, green marketing strategy, corporate reputation, and business performance. In the case of the study, it is a travel service business in Ho Chi Minh City. The research methodology of the research is a mixed-method, performed sequentially as follows: the first qualitative research through interviews with 10 experts to consider the necessity of the research problem in Vietnam, to adjust and supplement the scales for research concepts; Quantitative research with a questionnaire survey. According to the quota principle (quota), the sample was selected with a sample size of 218 travel companies to test the proposed theoretical research model. A second qualitative study was performed to aid the interpretation of the results from quantitative data analysis. Research results have identified stakeholders in the tourism industry, including tourists, travel businesses, local authorities and local people. The relationships between research concepts are confirmed, including corporate social responsibility, green marketing strategies that have a positive impact on corporation reputation, corporate social responsibility is found to have a positive impact on green marketing strategies, corporate social responsibility, green marketing strategies, and corporate reputation all have positive effects on business results. At the same time, the enterprise's characteristics in terms of the main type of business and the size of the business are identified as having differences in the relationship between research concepts.

Effects of Corporate Social Responsibility and Creating Shared Value on Sustainability

2019 ◽  
pp. 1272-1284
Author(s):  
Janthorn Sinthupundaja ◽  
Youji Kohda
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Environmental Sustainability ◽  
Academic Research ◽  
Deep Understanding ◽  
Local Context ◽  
Shared Value ◽  
Contributing Factors ◽  
Creating Shared Value ◽  
Corporate Social

This article describes how recently, there has been a shift in corporate social responsibility (CSR) to creating shared value (CSV), filling the gap between the strategies underlying competitive advantage and sustainability. Although the principles of CSR and CSV have been broadly studied and investigated, there is still little academic research focusing on the transitions regarding on economic, social, and environmental sustainability. In this article, literature and a case study were reviewed and analyzed to identify differences and contributing factors towards sustainability, based on value co-creation and collaboration approaches. The authors' findings present that the CSV emphasizing on co-created value with the cross-sector collaboration leads to the sustainability. Working together with local people or social organizations enables deep understanding of local context and understand the real social and environmental issues. The study contributes to sustainability and business literature by investigating insights into the sustainability of CSR and CSV, and strengthening the importance of social involvement.

scholarly journals Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team

2020 ◽  
Vol 12 (18) ◽  
pp. 7625
Author(s):  
Sang-soo Kim ◽  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Sung-bum Ju
Keyword(s):  
Professional Sport ◽  
Shared Value ◽  
Moderating Effects ◽  
Sport Fans ◽  
Creating Shared Value ◽  
Study Results ◽  
Sport Teams ◽  
The Relationship ◽  
Team Trust ◽  
Program Research

Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.

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