Developing a Matrix for ‘Designerly Way of Creating Shared Value’ (DCSV): Four examples of CSV via perspectives of design

Kim, Kyulee

Today, while profit maximization is still the bedrock of the capitalist model, people have embraced the idea of social contribution as a useful strategy in businesses. In this recent movement, Creating Shared Value (CSV) strives for a win-win solution that creates both social and business value. While in its early stage, CSV is showing promise and potential; society is witnessing a paradigm shift from practices of corporate social responsibilities (CSR) to CSV which is more sustainable and effective approach. Since Porter and Kramer originally introduced the concept in 2011, CSV’s application has expanded to many areas of business management, but it has not been discussed comprehensively in design research as of yet.

The title of this paper, “Designerly Way of Creating Shared Value” (DCSV) is inspired by Nigel Cross’s famous book, Designerly Way of Knowing (2006). ‘Designerly’ is an adjective describing ‘how’ designers think and behave that is different from professionals in scientific disciplines. The aim of this paper is to propose a new matrix illustrating the link between creating shared value and design, and to systemically describe the existing examples of DCSV (Cross, 2016). The paper will begin with an introduction to the concept of CSV followed by a brief literature review on CSV in design research. The second part will focus on demonstrating the new DCSV matrix by illustrating the four examples that exemplify it.

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