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This research is a comprehensive study of the concepts of CSV ( Creating Shared Value), Business Legitimacy, and how these concepts affect the formulation of business strategies. A case study was conducted based on the Salling group to investigate how these phenomena practically influence the strategy formulation of the largest retailer in Denmark. A social constructionist philosophical approach was selected for this study with a discourse analysis method to analyze and code the collected data. The research question, a couple of sub-questions, theoretical aspects, and a wide range of data collection supported & shaped the research process. An inductive qualitative research approach & particular objectives assisted the research process. To evaluate the CSV & sustainable initiatives of the Salling group, detailed & extended research was done by analyzing the CSR reports from 2013 to 2021. Moreover, multiple interviews were taken with the employees of the Salling group to get an internal insight into how this retailing organization constructs CSV & legitimacy within the organization. The findings of this research indicate that without being theoretically aware, Salling is successfully implementing CSV strategies, and CSV aspects sharply shape the business strategies. Salling needs to gain critical knowledge about the legitimate aspects and potentials. The findings also stipulate that Salling is dementedly trying to be flexible with the external market demands, and the CSV and legitimate initiatives result from that. Besides, it makes unnecessary expenses by participating in pure philanthropy and other CSR activities, which are excluded from the CSV concept. The study suggests that a more critical stance on CSV & legitimacy can reduce pressure and expenses and is more likely to create economic and social benefits for the Salling group. |
