Community, Dialog and Technology - Maximizing Creating Shared Value (CSV) Nestle Indonesia

DOI

10.2991/assehr.k.200818.009How to use a DOI?

Keywords

CSV, Marketing communications, Nestle, Caused Related Marketing

Abstract

Creating Shared Value (CSV) is a concept of Nestlé’s business strategy by seeking opportunities to connect its business programs from upstream to downstream (end to end), which was elaborated by Porter and Kramer (2006). Nestlé hopes to continue to be a long-term sustainable business that seeks to create mutual benefits not only with shareholders, shareholders but also the corporate community to the wider community. This research was conducted to find out the important elements of marketing communication in CSV. Qualitative research with this case study method approach bu grounded research uses the concept of marketing communication and cause-related marketing (CRM). The findings of this study are that CSV is a marketing communication program with cause and charity context. CSV focuses on interactive dialogues involving many elements of program recipients such as online and offline communities, learning-partners to achieve consumer-to-consumer dialogue (C2C) and from the community to consumers. The knowledge development dialogues between Nestle and all the elements form a ‘learning together’ with attention to the relevant contact points. Technological developments make CSV increasingly facilitate the company’s relationship with consumers directly (B2C) and maximize the penetration of dialogue information to strengthen the values of CSV messages.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Arfika Pertiwi Putri
AU  - Agus Triyono
PY  - 2020
DA  - 2020/08/19
TI  - Community, Dialog and Technology - Maximizing Creating Shared Value (CSV) Nestle Indonesia
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 35
EP  - 40
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.009
DO  - 10.2991/assehr.k.200818.009
ID  - Putri2020
ER  -