From zero-sum to win-win - Organisational conditions for successful shared value strategy implementation

Abstract

Abstract The number of publications on shared value strategies (SVSs) is continuously increasing. Literature does not answer the question which organisational conditions are necessary and which conjunctions of conditions are sufficient for the successful implementation of SVSs. This research aims at filling the gap by condensing empirical evidence found in the literature on successful SVSs, stakeholder management, corporate social responsibility, and positive social change. The article synthesises the findings of these streams of research into a set-theoretical framework and proposes five complex conditions necessary for successful SVS implementation: shared value-oriented entrepreneurial vision, strategic alignment (STA), shared value-oriented innovation (SVI), networking capabilities (NCs), and impact monitoring. Additional empirical evidence from cases claiming successful implementation of SVS allows the suggestion of several simple conditions constituting the complex conditions. Qualitative comparative analysis can be used for empirically testing the necessity of the suggested conditions and the sufficiency of conjunctions of complex conditions for SVS implementation success. The proposed framework enhances theoretical knowledge concerning successful SVS implementation and is an important step to support management efforts in reorienting their companies from zero-sum strategies to win-win SVSs.