CSV Revolution or evolution of the CSR concept

• Autorzy: Lemańczyk Joanna

Identyfikatory

DOI

10.29119/1641-3466.2023.173.27

• Języki publikacji: EN

Abstrakty

EN

Purpose: The concept of value is not limited to the financial criterion alone. Value in modern economics is gaining prominence as a multifaceted concept because of the possibility of interpreting it from the customers' point of view. In order to meet market expectations of the demand side, the concept of value co-creation is evolving. The aim of the article is to indicate the systemic differences between CSR and CSV, paying particular attention to the aspect of considering the concept of value. As an example of good practice, the author chose to present the activities of a company implementing a CSV strategy. Design/methodology/approach: Businesses are learning from their mistakes and, abandoning unfair greenwashing practices, are choosing to pursue goals that fit into the concept of Shared Value Creation (Porter, Kramer, 2011). Based on a case study, this article will present the evolution of the CSV concept and the effects of its application in business practice. The activities carried out by the 'Inne Beczki' brewery, were classified as implementation of the concept of creating shared value. Research metods is critical review (comparison of CSR and CSV) and case study based on 'Inne Beczki' brewery. Findings: Creating Shared Value is an opportunity for smaller businesses to provide relational support and influence improved social wellbeing without having to sacrifice the financial benefits of the business. The example presented here is evidence of the CSV strategy in the market space. Thus, through this work it is possible to grasp the differences, in the context of the concept of value, between CSR and CSV. Research limitations/implications: In line with the case study approach, the author focused on one company that operates in a specific segment (FMCG) and in a specific territorial area (Polish market). Originality/value: The unique value of this article is presenting the concept of Creating Shared Value, which is not often described with an example from the business space. The author’s aim is to present, by means of a case study, actions initiated by a business which, by carrying out an action for a shelter, became part of the concept of creating shared value. In addition, by releasing a limited series of bottles, it increased public awareness of the problem of animal homelessness, as evidenced by the increased adoption of the animals presented on the labels. Due to the greater popularity of CSR, all activities of companies that merely have the appearance of additional pro-social activity are incorrectly referred to as CSR. By making a comparison and presenting a concrete example, the author shows that the topic of segmenting activities and attributing them to more specific categories needs to be deepened and can be a direction for future research. Social implications: The author believes that this article will influence the popularisation of similar business practices. She sees the presented case study as an example of good practice and the realisation of some of the programme assumptions of the CSV concept.

Słowa kluczowe

EN

sustainable development; case study; Corporate Social Responsibility; Creating Shared Value

PL

zrównoważony rozwój; studium przypadku; społeczna odpowiedzialność biznesu

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2023
• Tom: z. 173
• Strony: 419--431
• Opis fizyczny: Bibliogr. 26 poz.

Twórcy

autor

Lemańczyk Joanna

• Poznan University of Economics and Business

• https://orcid.org/0000-0002-6195-8568

Bibliografia

• 1. Awale, R., Rowlinson, S. (2014). A conceptual framework for achieving firm competitiveness in construction: A'creating shared value'(CSV) concept. Procs 30th Annual ARCOM Conference, pp. 1-3.
• 2. Bachnik, K., Kaźmierczak, M., Rojek-Nowosielska, M., Stefańska, M., Szumniak-Samolej, J. (Eds.) (2022). Corporate Social Responsibility and Sustainability: From Values to Impact. Routledge. https://doi.org/10.4324/9781003270768.
• 3. Blenkhorn, D.L., MacKenzie, H.F. (2017). Categorizing corporate social responsibility (CSR) initiatives in B2B markets: the why, when and how. Journal of Business & Industrial Marketing, 32(8), 1172-1181. https://doi.org/10.1108/JBIM-02-2016-0036.
• 4. Cavaye, A.L.M. (1996). Case study research: a multi-faceted research approach for IS. Information Systems Journal, 6, 227-242.
• 5. Darke, P., Shanks, G., Broadbent, M. (1998). Successfully completing case study research: combining rigour, relevance and pragmatism. Information Systems Journal, 8(4), 273-289.
• 6. Doney, P.M., Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of marketing, 61(2), 35-51.
• 7. Fernandez-Gamez, M.A., Gutierrez-Ruiz, A.M., Becerra-Vicario, R., Ruiz-Palomo, D. (2019). The Effects of Creating Shared Value on the Hotel Performance. https://doi.org/10.3390/su11061784.
• 8. Friedman, M. (2008). Kapitalizm i wolność. Klasyka wolnorynkowej myśli gospodarczej. Gliwice: Helion.
• 9. Giza, W. (2016). O ewolucji ekonomicznej teorii wartości. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach.
• 10. Jin, C.-H. (2018). The effects of creating shared value (CSV) on the consumer self-brand connection: Perspective of sustainable development. Corporate Social Responsibility and Environmental Management, 25(6), 1246-1257. https://doi.org/10.1002/csr.1635.
• 11. Kostera, M. (ed.) (2011). Organizacje w praktyce. Studia przypadku dla studentów zarządzania. Warszawa: Poltext.
• 12. Krukowska, M. (2012). Jak oceniać odpowiedzialność społeczną biznesu? Opole: Scriptorium.
• 13. Landreth, H., Colander, D.C. (1998). Historia myśli ekonomicznej. Warszawa: PWN, p. 320.
• 14. Lemańczyk, J., Wilgos, A. (2020). Społeczna odpowiedzialność biznesu (CSR) a tworzenie wartości wspólnej (CSV) jako czynnik różnicujący wybór strategii w przedsiębiorstwach. Zachowania konsumenckie i procesy decyzyjne w gospodarce zrównoważonej. Katedra Handlu i Marketingu. Uniwersytet Ekonomiczny w Poznaniu, 21-39.
• 15. Menger, C. (2013). Zasady ekonomii. Warszawa: Fijorr Publishing.
• 16. Mengist, W., Soromessa, T., Legese, G. (2020). Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
• 17. Milios, J., Dimoulis, D., Economakis, G. (2018). Money and Capital (Marx’s Theory of Money and the Circuit of Capital). Routledge, pp. 36-64, DOI: 10.4324/9781315191652-4, ISBN 978-1-315-19165-2.
• 18. Munasinghe, M., Cruz, W. (1994). Economywide Policies and the Environment. World Bank Environment Paper, 10.
• 19. Nadolna, B. (2011). Wpływ koncepcji wartości na pomiar wartości ekonomicznej w rachunkowości. Zeszyty naukowe Uniwersytetu Szczecińskiego, 625, 174.
• 20. Porter, M.E., Kramer, M.R. (2006). Strategy and Society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, December.
• 21. Porter, M.E., Kramer, M.R. (2011). Creating Shared Value. Harvard Business Review.
• 22. Ren, D., Colosi, L.M., Smith, J.A. (2013). Evaluating the Sustainability of Ceramic Filters for Point-of-Use Drinking Water Treatment. Environmental Science & Technology, 47(19), 11206-11213; DOI: 10.1021/es4026084.
• 23. Romanowski, R. (2016). Możliwości zastosowania koncepcji CSR w terytorialnym partnerstwie wielosektorowym. Handel Wewnętrzny, no. 5(364), pp. 258-275.
• 24. Romanowski, R. (ed.) (2021). Sustainable Development: Innovations in Business. Poznan University of Economics and Business Press, 10.18559/978-83-8211-084-5.
• 25. Romanowski, R., Wieja, M. (2021). Business model as an innovation. In: R. Romanowski (ed.), Sustainable Development: Innovations in Business. Poznan University of Economics and Business Press, 10.18559/978-83-8211-084-5/1.
• 26. Yoo, H., Kim, J. (2019). Creating and sharing a bigger value: A dual process model of interfirm CSV relative to firm performance. Journal of Business Research, 99, 542-550. https://doi.org/10.1016/j.jbusres.2017.10.038.