CREATION OF SHARED VALUE IN RETAILING

Abstract

The article dwells upon potential possibilities of creation of shared value by the retail enterprises via reconceiving of products and markets, redefining of the productivity in the value chain and enabling local clusters development. The given work analyses factors determining the necessity of transformation of existent business models of enterprises and their re-orientation on embodiment of socially useful initiatives and defines priority directions of the managers in the context of implementation of the socially oriented decisions at the modern stage. Analyzing experience of successful realization of projects creating shared value the authors identified possibilities of commercial benefit through solution society problems by retail enterprises of Ukraine. Besides it the work outlines obstacles that complicate transition to the strategic management of Ukrainian retail companies taking into account the principles of Shared Value. It also identifies factors determining the potential attractiveness of creating shared value in the retailing. Also the authors offer a tool creating an enterprise business model, focused on shared value, and define the sequence of implementation of initiatives aimed at solving the social problems, as well as the methods for measuring achieved social and economic effect.

Keywords

• shared value
• esg initiatives
• retailing
• canvas tool
• vector based hybrid value metric