Rethinking the company's role: Creating shared value from corporate social innovation

Abstract

Abstract This article aims to analyze how corporate social innovation contributes to the creation of shared value. The research presents a unique case study of a company in southern Brazil that is recognized for its strategic repositioning, based on a redefinition of its purpose and the inclusion of social and environmental values in its business model. We questioned how a for‐profit organization could create shared value based not only on economic considerations but also on social values? To this end, and based on Den Ouden's (2012) framework, we use multiple‐level analysis, considering the value created for users, organizations, society, and the ecosystem. To collect the data, we use in‐depth semi‐structured interviews and documentary research, followed by qualitative content analysis aided by Nvivo. We highlight the fact that for a company to create value considering diverse stakeholders at multiple levels of analysis, it must develop a capacity for collaboration, especially the ability to communicate and learn collectively. As a practical contribution, the results indicate that in creating shared value from corporate social innovation, it is important for organizational changes to be systemic, and for the development of solutions to focus on needs that emerge from the community. The study signals the importance of the community, especially the user, in developing solutions that focus on social challenges and encourage for‐profit organizations to rethink their role in society.

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