Central European Business Review 2015, 4(3):13-22 | DOI: 10.18267/j.cebr.129

Shared Value and Its Regional and Industrial Reflection in Corporate Projects

Zuzana Křečková Kroupová
Ing. Zuzana Křečková Kroupová, M.A., Ph.D., Assistant Professor, Department of Retailing and Commercial Communications, Faculty of International Relations, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, zuzana.kreckova@vse.cz

The article analyzes Shared Value (CSV) implemented projects by regions, social issues, and industries that are involved in pursuing the CSV concept. Project preferences by region show South America, Central America and Caribbean, Global scope and Africa as key targets of CSV projects, followed by North America and Asia. Europe, both Western and Eastern, is at the edge of interest with only several projects implemented. Project preferences by industry clearly show that companies capitalize on their strengths and professional focus. Analyzed Shared Value projects proved simultaneous value to a wide range of corporate stakeholders by creating new products or services, redefining productivity in the value chain or enabling local cluster development. Given the strategic nature of CSV projects, top management initiative is necessary. Numerous worldwide proven Shared Value business cases could serve as inspiration for Central European leaders in creation of their future strategies. Successful CSV projects implemented in the Czech Republic are mentioned.

Keywords: shared value; corporate social responsibility; stakeholders
JEL classification: L21, M14, Q56

Received: June 5, 2015; Revised: August 28, 2015; Published: September 30, 2015  Show citation

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Křečková Kroupová, Z. (2015). Shared Value and Its Regional and Industrial Reflection in Corporate Projects. Central European Business Review, 4(3), 13-22. doi: 10.18267/j.cebr.129
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