CSV Activities in the Japanese Retail Sector

Abstract

In Michael Porter's creating shared value (CSV) framework, the enterprise will solve the social challenges that confront regions or communities through its business activities, thus earning a profit while creating value for both the company and the region. In this chapter, a case study is presented on a retailer's CSV activities in Japan, wherein the author addresses how the retailer contributes to the community through shopping support services in “food deserts” that supply fresh food to improve consumers' health and wellness. The empirical results indicate that consumers have a preference for real store shopping experiences among these services, whereas online grocery services do not meet consumers' needs for shopping. The results suggest that these shopping support activities will bring enough profit for both sides, namely, consumers and retailers. The author also discusses the role of the public sector in assisting these activities.