Creating Shared Value in China: Recent Research and the Importance of Strategic Communication

One of the funded research projects we have worked on with Ansgar Zerfass is creating shared value (CSV), trust, and perceived CEO quality in 2017. Porter and Kramer (2011) defined CSV as “policies and operating practices which enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates” (p. 66). CSV reflects a corporate position and strategy aimed at generating profits by addressing social or environmental challenges. Ansgar’s Communication Value Circle (Zerfass & Viertmann, 2016), the Communications Contributions Framework (Zerfass & Volk, 2018), and the Communication Business Model Framework (Zerfass & Link, 2024) effectively illustrate how a corporation’s communication department can operate both strategically and operationally to facilitate the implementation of its CSV initiatives with stakeholders and achieve the CSV objectives. For example, the Communication Value Circle serves as a management tool that helps the communication department align its value proposition with the corporation’s CSV goals. Integrating the Communications Contributions Framework with CSV enables companies to effectively communicate the value of their CSV initiatives, enhance stakeholder recognition and contributions, and provide guidance to management and employees on efficiently implementing these initiatives through effective communication. Lastly, the Business Model Framework provides a comprehensive approach that helps the communication department of a company implementing CSV to develop its business model by mapping out the department’s entire value creation process. This includes resources and revenue, operations, activities, products, and the impact associated with CSV.