ESTRATEGIA DE CADENA DE VALOR COMPARTIDO EN EMPRESAS DE CONSUMO MASIVO

Abstract

The shared value chain is the strategy that allows companies to contribute to the society through significant actions and then these actions becomes economic profits. With this strategy, companies can avoid the circle of capitalism, where only companies worry about their enrichment without looking after the community where they carry out their activities. Applying the Shared Value Chain model, they will grant communities social, economic and environmental benefits. We will select some multinational companies that at this time they apply the strategic value chain and that maintain activities in Ecuador in order to analyzed an understand the benefits of the strategic value chain. According to the conclusions and the benefits, the feasibility of replicating this strategy to other companies that will allow them to improve and optimize resources. It is also important to emphasize the training of suppliers by adding a win-win relationship. In this case, we will use qualitative methodology. Through observation and making research of the different social projects of the selected companies, we determined that is not a expense to have those projects as part of a company. It becomes a return of benefits. At the beginning are intangible, such as the permanence in the market through several years, brand value, the integration of employees to the projects, the possibility of exploring new markets that help approaching new realities and to improve the corporate image. As a result, this will be incremental sales by exploiting this society contribution will becomes incremental sales.