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Shared Value Creation And Marketing

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Tkaczyk J., Krzyżanowska M.

Management and Business Administration. Central Europe

2014

vol. 22

issue 4

153-167

Purpose: The aim of the paper is to test whether and to what extent the concept of CSV can be utilized in the marketing strategy of companies, and more precisely, whether and to what extent it can be used as a criterion for positioning the company in the market. Methodology: The authors analysed the case of the Partnership for Health from the perspective of one partner, grocery retailer Biedronka. In addition, we have conducted consumer research among students to find out if consumers have a positive perception of products with a social mission. Findings: The research findings indicate that, according to the respondents’ perception, products with a social mission could comprise a basis for a positioning strategy for Biedronka, but for now, many customers do not even know that Biedronka offers such products in cooperation with its partners. The lack of a promotional campaign aimed at educating buyers had a negative impact on project awareness. It can even be stated that its potential wasn’t exploited from a marketing viewpoint. Research limitations/implications: The major limitation of the conducted research is the sampling procedure. The authors introduced their own scale for measuring the consumers’ approach to products with social missions. This scale can also be used for implementation of similar projects. Originality: In the subject literature there is a cognitive gap connected with the use of CSV concept in corporate marketing strategies. The authors determined how this concept could be used in marketing with special regard to the positioning strategy. Additionally a special scale was designed for measuring consumers’ approaches to products with a social mission.

Conceptual framework of value creation through CSR in separate member of value creation chain

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Jonikas D.

Bulletin of Geography. Socio-economic Series

2013

vol. 21

issue 21

69-78

The main goal of this paper is to prepare a conceptual framework which would help to determine where any kind of value might emerge while various actions of Corporate Social Responsibility (CSR) are implemented. Such conceptual framework is suggested as a backbone for further research and empiric justification in order to develop a simplified yet effective CSR outcome evaluation model which might be used in practice in any company. Such practical model should help to determine which CSR action might bring maximized value outcome with lowest costs. The main attention in this paper is concentrated only on a single company as a member of value creation chain (VCC). The paper lays foundation for perspective to develop the research in a holistic way - to evaluate the effect of CSR integration in whole VCC. Many authors have debated the different possibilities of simultaneously incorporating social, environmental and economic concerns into management thinking and practice (Aguilera et al., 2007) in organizational behavior; Buysse and Verbeke (2003); Starkey and Crane (2003); Barin-Cruz et al. (2006) in strategic management. All those scholars have been developing concept of CSR from different point of view. This paper concerns value creation through CSR as economical category. But therefore in order to indicate areas of possible value creation, various all above mentioned aspects of CSR concept are taken into account. This paper suggests a framework of value creation through CSR, considering CSR implementation might help to create shared value for few beneficiaries simultaneously. The framework consists of all four types of responsibilities described by Carroll (1999), different levels of CSR activity, three major groups of beneficiaries (company, society, stakeholders) and areas of possible value creation.

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1 Bulletin of Geography. Socio-economic Series

1 Management and Business Administration. Central Europe

1 Jonikas D.

1 Krzyżanowska M.

1 Tkaczyk J.

1 2014

1 2013

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Shared Value Creation And Marketing

Conceptual framework of value creation through CSR in separate member of value creation chain