Abstract

Purpose Works that link creating shared value (CSV) with the university are arising, and there is a hope for a great future of this combination. The main problem with these works is that they are based on the wrong assumptions of what CSV is. The aim of the paper is to properly explain the concept of CSV and match it with university social responsibility (USR) at a strategic level. Design/methodology/approach A literature review on CSV and USR is briefly outlined. Then, at the foundation of existing models of the USR, normative model that integrates CSV at a strategic level is proposed. To validate the model and explain its assumptions, a qualitative study on Polish universities was conducted. Furthermore, a piece of recommendation for implementing CSV is presented. Findings Signs of CSV at universities have been observed. The trend may have positive implications, as it is similar to the recommended strategy: starting small, doing good and growing the program based on the lessons learned. Research limitations/implications In this study, the ecosystem’s impact on CSV at the university has been omitted. The qualitative research was based on vaguely distinguished aspects proposed by the new model. One should be cautious about considering findings as anything more than observations. Practical implications The normative model may serve as a foundation for future research or a practical guideline to higher education institutions. Originality/value The paper links CSV with USR at a strategic level supported by real examples of activities that create social and economic value. The normative model may serve as a foundation for future research or a practical guideline to higher education institutions.

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