Framework for Designerly Way to Create Shared Value KEYWORDS : Creating shared value (CSV), corporate social responsibility (CSR), social innovation, design as business strategy Although the practice of it may be around for a longer time, CSV has been first published and called with the current terminology in 2011 by two business professors Michael Porter and Mark Kramer in their effort to increase awareness of CSV’s capabilities as a competitive business strategy (Porter and Kramer 2011). When most of CSR activities conventionally organized to demonstrate companies’ social contribution by their non-profit activities, CSV is evolved from CSR with an aim for both the society and the company to gain. Many successful stories illustrate how CSV becomes a good strategy when companies need to enter new markets. Since CSV is a relatively new concept, there are few design researches that refer to it, especially in terms of application and practice of design. Therefore, to enhance the awareness of shared value in the design spectrum as new innovation opportunity. The aim of this research is to demonstrate how design defines social as well as business problems and enables a company to capitalize on such opportunities by dedicate creating shared value (CSV) as a business strategy. There are four main questions to the research:
Name / Surname
Kyulee Kim
1. What are the added challenges and constraints for designers when they are aiming for creating shared value (CSV)?
Feature
Height is 165cm with long hair
2. What additional knowledge needs to be defined to help designers to resolve and understand these challenges and constraints in design for creating shared value? 3. How do existing successful CSV designers work with these added challenges and additional knowledge to create shared value?
Introduction of Research
Social innovation & design as means of business opportunity
4. What are the new or additional value emerged from the designerly way of creating shared value (design-led shared value)? Case studies based on action research with qualitative data collection and analysis is chosen to demonstrate in-depth narrative process of design in a real setting. Also, there are five phases in this research. Please refer to figure 1.
Supervisor
Prof. Cees de Bont Prof. Laurent Gutierrez
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Figure 1
Bibliography Porter, Michael and Mark Kramer. 2011. “Creating Shared Value.” Harvard Business Review Jan/Feb2011, Vol. 89 Issue 1/2: 62 – 77.