Shared value clusters in Austria

Abstract

Purpose This study aims to contribute to fill in the gap identified in the literature at the interplay of clusters and shared value creation (CSV), by mapping out and assessing CSV clusters in Austria. Design/methodology/approach An exploratory, cross-sectional and multiple case study research with data generated through semi-structured interviews carried out with a sample of Austrian cluster managers. The collected data were assessed through a qualitative content analysis following Mayring (2010). Findings The analysis of the data suggests that there are five main categories that shape Austrian clusters’ CSV practices, namely, cluster context, cluster purpose, CSV context, development of CSV and types of CSV. Applying Mayring’s content analysis technique to the proposed CSV cluster definition results in one third of the networks labeled as CSV clusters. The lack of a clear understanding of CSV and its strategic value emerged as a barrier for Austrian clusters to further embed shared value in their operations. Research limitations/implications This cross-sectional, exploratory study adds empirical evidence to the theoretical appeal of the CSV construct. Being CSV firm-specific and context-dependent, the relevance of the findings is limited to the current state of play of Austrian clusters. Practical implications The cases revealed the opportunity to reinforce the message on the business case for CSV. Social implications By raising CSV awareness, social value creation is likely to increase. Originality/value This paper aimed at contributing to the buildup of empirical evidence on shared value creation. Deviating from the mainstream literature that typically portrays multinationals as CSV champions, this research looks at clusters as unit of analysis.