How to design a measurable shared value strategy : the case of Coca-Cola Brazil

• Autor(a) principal: Schneider, Stefan
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20674
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation in form of a case study discusses the concept of Creating Shared Value (CSV), a management strategy focused on creating business value by identifying and addressing social issues, which is seen by many as an evolution of Corporate Social Responsibility (CSR). The main focus of this study is set on the development of a measurable shared value strategy. The case of Coca-Cola Brazil in the year 2008, when the company took the decision to develop a strategy to target the country´s low-income group, shall be used to illustrate the process of creating a successful measurable shared value strategy. This case study is aimed at both undergraduate and graduate students in the field of business taking a view at several areas such as strategy and social responsibility. In addition to the case study itself, this dissertation provides an extensive literature review and detailed teaching notes, which serve as a roadmap when using the case study for teaching purposes. The objective of the case study at hand is threefold: First, to teach how to develop a feasible, measurable shared value strategy. Second, to raise awareness about the opportunities of CSV and to show that addressing social needs is far from being a mere philanthropic activity, but rather a great source of competitive advantage. Third, the case study shall serve as a means for students to develop a stronger social mindset in their future careers.