Aspects of creating shared value in Bata up to 1945-Application model for today

Abstract

The concept of CSV (Creating Shared Value) is currently perceived as a modern trend, as an output or higher level of CSR (Corporate Social Responsibility). The simplest definition, which highlights the difference between CSR and CSV, states that the goal of CSR is to do good whereas the goal of CSV is to do good business. But conceptions may vary. The main objective of this paper is to prove that the issue of CSV is not a modern trend, as it is often called and perceived. This business concept was used and enhanced by Tomas Bata (1876-1932) when building his shoe empire. The business philosophy of Tomas Bata covered all the factors by which we nowadays evaluate whether a company is progressing in line with CSV or not. Bata established businesses closely connected with the local communities, not only in Zlin but throughout the world. Individual company branches were fully dependent on communities, which created a significant percentage of the company's staff. Bata did not merely consist of a large number of branches worldwide, but it also affected the social development in all areas of social life in the places where it had operations. It was a clear application of the CSV policy. Aim of the research is to prove that the Bata Company developed its business activities according to values of the same CSV strategy as used today. This article presents the partial results of research that focuses on answering the following question: Why nowadays days are not only Czech, but also international companies, seeking inspiration from the Bata Management System?