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A decade of research on creating shared value conception: a structured systematic review and future research avenues

Lemańczyk Joanna, Szymkowiak Andrzej

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

401--418

Purpose: Contemporary company management is not only about maximizing profits, but also considering the needs of individual interest groups—a situation that invites special attention to the problems of sustainable consumption. Initiatives like Corporate Social Responsibility (CSR) and Creating Shared Value (CSV) are an opportunity for companies to help specific groups in need. A decade ago, criticisms of CSR motivated the creation of a new concept (CSV) that assumes a co-creation of value between companies and customers. However, the discussion around this concept has been fragmented; thus, this paper aims to conduct a comprehensive review of the literature around the CSV concept. Design/methodology/approach: Bibliometric analysis and TCCM (Theory, Characteristics, Context and Methodologies) analysis were applied to 46 thematic works. Findings: This analysis revealed some questions about CSV that merit further research. Basing on 46 articles we can state that most of the research around CSV concerns highly developed countries, whose economic stability may shape how often people decide to help others. For instance, we found no research that examines strongly supportive communities and how they behave to generate community wealth. Research limitations/implications: We limited the search to publications in English, we did not consider other potentially relevant articles published in other languages. Moreover the analyzed articles came from one data source (Web of Sciences bibliographic database). Originality/value: The analysis of the literature on the subject is of unique value; moreover, it helps to define the direction of the CSV concept. Furthermore, based on the analysis of the TCCM, it is worth exploring the consumer side of the shared value creation process in the future. Gaining more complete knowledge of all participants in the process may serve in the future to build long-term relationships affecting the overall wellbeing and development of the region, in which the co-operative process takes place.