Shared Value Creation and Marketing

• Autorzy: Magdalena Krzyżanowska , Jolanta Tkaczyk
• Języki publikacji: EN

Abstrakty

EN

Purpose: The aim of the paper is to test whether and to what extent the concept of CSV can be utilized in the marketing strategy of companies, and more precisely, whether and to what extent it can be used as a criterion for positioning the company in the market.

Methodology: The authors analysed the case of the Partnership for Health from the perspective of one partner, grocery retailer Biedronka. In addition, we have conducted consumer research among students to fi nd out if consumers have a positive perception of products with a social mission.

Findings: The research findings indicate that, according to the respondents' perception, products with a social mission could comprise a basis for a positioning strategy for Biedronka, but for now, many customers do not even know that Biedronka offers such products in cooperation with its partners. The lack of a promotional campaign aimed at educating buyers had a negative impact on project awareness. It can even be stated that its potential wasn't exploited from a marketing viewpoint.

Research limitations/implications: The major limitation of the conducted research is the sampling procedure. The authors introduced their own scale for measuring the consumers' approach to products with social missions. This scale can also be used for implementation of similar projects.

Originality: In the subject literature there is a cognitive gap connected with the use of CSV concept in corporate marketing strategies. The authors determined how this concept could be used in marketing with special regard to the positioning strategy. Additionally a special scale was designed for measuring consumers' approaches to products with a social mission. (original abstract)

Słowa kluczowe

EN

Value orientated marketing; Marketing strategy; Positioning; Value creation

PL

Marketing ukierunkowany na wartość; Strategia marketingowa; Pozycjonowanie; Tworzenie wartości

• Czasopismo: Management and Business Administration. Central Europe
• Rocznik: 2014
• Tom: 22
• Numer: nr 4
• Strony: 153--167

Twórcy

autor

Magdalena Krzyżanowska

• Kozminski University, Warsaw, Poland

autor

Jolanta Tkaczyk

• Kozminski University, Warsaw, Poland

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Identyfikatory

DOI

10.7206/mba.ce.2084-3356.127