Applying the Creating Shared Value Approach in the Festival Industry

Ann Andersen & Annsofie Skorstengaard

Student thesis: Master thesis

Abstract

Our thesis focuses on the concept of Creating Shared Value developed by Michael Porter & Mark Kramer (2011) and its potential benefits for the festival industry. We find this interesting to investigate, due to the global grand challenge of the sustainable development and the intensified negative media coverage of the festival industry. We seek to answer our research question, in which we ask why festivals should consider shifting from a Corporate Social Responsibility (CSR) approach to a Creating Shared Value (CSV) orientation. With an abductive and mixed method strategy we take departure in the case of Roskilde Festival and several other international companies that currently applies the CSR and CSV approach. The mixed method approach is expressed through an expert interview with Roskilde Festival’s sustainable manager as well as five semiFstructured interviews with Roskilde Festival volunteers. The the oretical perspective of the thesis derives from the CSR and CSV approaches as well as business model theory. These theories are first and foremost used to analyze the advantages and disadvantages of the two approaches based on other industries. Secondly, the theories are used to investigate the potential advantages that the festival industry specifically could expect to obtain from shifting to the CSV approach. This analysis is based on Roskilde Festival in order to uncover which approach that is the most beneficial for the festival industry. Furthermore, we introduce a CSV Assessment Model that is developed based on our empirical and theoretical findings, which is used to make the CSV approach more handsFon for festivals to implement and assess. Our thesis finally concludes that the festival industry should shift to a CSV approach in order to obtain longFterm operational benefits for the organization by delivering triple bottom line returnsand further help them in securing competitive advantages within the industry. However, we do not recommend the festivals to completely discard the CSR approach, as we consider CSR as an effective approach for branding and differentiation. We therefore recommend the festival industry to create a synergy between the CSV and CSR approaches rather than just focusing on one of them. Consequently, we argue that this will allow the festival industry to obtain the advantages of both approaches while minimizing the disadvantages of the CSR approach.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages125