Creating Shared Value (CSV) – the case of Israel and implications for Australia

Porter and Kramer claim that the creation of shared value (CSV) is a preferred strategy to corporate social responsibility (CSR) because it is integrated into the operational and strategic direction of the organisation. In this paper we reframe their approach to CSV not as an all-encompassing strategy but as an operational but important component of the macro-marketing systems in which both CSR and CSV are implemented. We demonstrate examples of the implementation of CSV in Israel where both not-for-profit and profit-seeking organisations have facilitated the terra forming and development of the Negev desert and other parts of Israel into fertile agricultural land where living desert conditions were previously hostile for plant and animal life. The implications of the Israel experience for the development of rural communities in Australia are explored.