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Exploring the impact of horizontal collectivism on creating shared value actions: a study on brand attitude, purchase intention, and social corporate engagement

Jankowska Liwia, Garczarek-Bąk Urszula

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 192

371--384

Purpose: This study aimed to investigate the impact of collectivism and individualism dimensions, both horizontal and vertical, on shared value actions, specifically within the realms of brand attitude, purchase intention, and social corporate engagement. Design/methodology/approach: An online survey, distributed through an external portal, was employed for data collection with a sample size of 366 participants from the USA. Subsequently, structural equation modeling (SEM) was applied to analyze the gathered data. Findings: It has been established that horizontal collectivism holds significant importance in the decision-making process regarding participation in Creating Shared Value (CSV) actions and can influence individual behaviors and additional purchase activities. Research limitations/implications: Given the study's focus on a specific demographic, extending the research to diverse cultural contexts may offer valuable insights into the generalizability of the results. Practical implications: The identified significance of horizontal collectivism in shaping decision-making processes and influencing behaviors presents practical implications for business experts seeking to enact changes in their enterprises. Recognizing the pivotal role of horizontal collectivism can guide strategic initiatives aimed at fostering shared value actions within organizations. Conversely, the insignificance of horizontal individualism highlights the need for businesses to focus on collective values and collaboration when implementing initiatives related to shared value. Originality/value: The research problem addressed in this paper is an intriguing topic for discussion in a business context, given the increasing influence of Corporate Social Responsibility (CSR) initiatives and the growing number of companies engaging in environmental and social activities. Consumers are becoming increasingly conscious during the decision-making process, and their consumption choices are becoming more sustainable and environmentally friendly. This trend will inevitably necessitate business decision-makers and producers to conduct new market analyses and, at times, redefine the goals or entire strategies of their companies, both now and in the future.

Creating shared value (CSV) measurement tool: conceptualizing the construct and its dimensions

Sibińska Anna, Krawiec Wioletta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 174

255--274

Purpose: Despite the scientific interest in Creating Shared Value concept there is still the continual lack of an appropriate scale measuring CSV. Our paper addresses the research gap by proposing the conceptualization of CSV dimensions and is an attempt for developing the measurement of CSV attributes based on insights from scholars and practitioners. Design/methodology/approach: The conducted survey presents the findings obtained from Delphi Study with nineteen researchers and practitioners with expertise of the fields of CSR, sustainability, marketing, strategic management, and ICT. The study was used to generate the proposed construct with dimensions of value creation and items describing each dimension. Findings: The paper provides the conceptualizing measurement construct of CSV with identification of four dimensions as social value creation (SVC), environmental value creation (EnVC), economic value creation (EVC) and innovation value creation (IVC) and sustain the notion that business organization is creating multiply values as a multi-purpose entity. Research limitations/implications: There is a need to develop the future study employ both qualitative and quantitative methods to develop the entire CSV scale for verification of the measurement tool. Practical implications: The paper includes the implications for managers and the managements of business organizations to assess the effects of their performances to create values for diverse groups of stakeholders. Social implications: The paper is presenting the challenges for the modern organizations by expanding spectrum of value creation within the company for mutual benefits among an enterprise, society, and environment. Originality/value: The paper is an attempt for CSV conceptualizing and the first stage to create and develop measuring scale of creating shared value.