Generating Shared Value: A Corporate Brand Perspective for SMEs

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Type and Duration

FFF-Förderprojekt, March 2013 until September 2014 (finished)

Coordinator

Van Riemsdijk Chair in Entrepreneurship

Main Research

Growth and Complexity

Field of Research

Entrepreneurial Marketing

Description

This research project investigates the emerging concept of shared value generation, which is an approach for reinventing capitalism to create benefits for both the society AND organizations (Porter and Kramer, 2011). Having close links to Corporate Social Responsibility (CSR) or discussions evolving around sustainability, the concept of shared value involves creating economic value in such a way that also creates value by ad-dressing the needs and challenges of society as well, and so connects social progress with business success.

Keywords

Marketing, Entrepreneurship

Principal Investigator

Prof. (FH) Dr. habil. Christine Vallaster

Project Collaborator

Dr. rer. oec. Nadine Poser

Sponsor

Forschungsförderungsfonds der Universität Liechtenstein