Purpose

This study aims to investigate how Suzano implemented shared value (SV) strategies to reconcile profitability and social welfare by joining innovation and sustainability.

Design/methodology/approach

The authors use an exploratory, descriptive qualitative approach using the interactive qualitative analysis (IQA) method. IQA procedures and protocols were operationalized to get to Suzano's SV system. Primary data were collected through in-depth interviews. Content analyses were conducted with the support of Atlas.ti software.

Findings

The most relevant findings of this research are (1) Suzano developed a unique strategy to spread collaborative and innovation mindset throughout the organization called “innovability”; (2) Suzano's effort to understand local community's demands and a collaborative work raised the companies' profitability and enabled prosperity for the community; (3) the IQA procedures and protocols enabled the development of a Suzano's SV system, composed of nine elements and their relationships. They are purpose-driven leadership, materiality matrix, social welfare, profitability, ecosystem, business results, social results, impact and sustainable economic development, (4) purpose-driven leadership is the system's driver.

Research limitations/implications

This study was limited to studying the implementation of the SV as a strategy to reconcile profitability and welfare. Despite the findings about the company's conflicts with local communities and the strategy with small family producers, other studies could evaluate the strategy of different stakeholders, such as the supply chain since Suzano is one of the leading companies of paper sales in Brazil.

Practical implications

By using IQA protocols and the nine elements of this study, other researchers may replicate it to investigate the adoption of SV strategies in other organizations. The SV system developed in this study may be used by business leaders to disseminate the SV policies and practices in their organization.

Social implications

The company adopts the three forms of SV -reconceiving products and markets, redefining productivity in the value chain and developing clusters with the local community-as strategies for sustainable and collaborative management. Suzano was led to get involved with the problems and conflicts' root causes. By doing so, the company unlocked innovation as a driver to achieve sustainable and responsible management. For them, innovation is in service of sustainability, creating innovability. Both concepts are part of the whole organization culture and practice. Innovability is Suzano's essence, and SV strategies are the means to scale it.

Originality/value

The originality of the paper relies on the method and techniques used to gather and analyze primary data, in which the unit of analysis (Suzano's SV strategy) was considered a system. Major findings were validated with research participants. By using IQA protocols and the nine elements of this study, other researchers may replicate it to investigate the adoption of SV strategies in other organizations.

中文翻译：

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创造共享价值：巴西 Suzano 的创新案例

目的

本研究旨在调查 Suzano 如何实施共享价值 (SV) 战略，通过加入创新和可持续性来协调盈利能力和社会福利。

设计/方法/方法

作者使用交互式定性分析 (IQA) 方法使用探索性、描述性定性方法。实施 IQA 程序和协议以进入 Suzano 的 SV 系统。主要数据是通过深入访谈收集的。内容分析是在 Atlas.ti 软件的支持下进行的。

发现

这项研究最相关的发现是 (1) Suzano 制定了一种独特的战略，在整个组织中传播协作和创新思维，称为“创新性”；(2) Suzano 努力了解当地社区的需求并开展协作，提高了公司的盈利能力，并为社区带来了繁荣；(3) IQA 程序和协议促成了 Suzano 的 SV 系统的开发，该系统由九个元素及其关系组成。它们是目标驱动的领导力、重要性矩阵、社会福利、盈利能力、生态系统、业务成果、社会成果、影响力和可持续经济发展，（4）目标驱动的领导力是系统的驱动力。

研究限制/影响

本研究仅限于研究将 SV 作为调和盈利能力和福利的策略的实施。尽管发现了公司与当地社区的冲突以及与小型家庭生产者的战略，但其他研究可以评估不同利益相关者的战略，例如供应链，因为 Suzano 是巴西领先的纸张销售公司之一。

实际影响

通过使用 IQA 协议和本研究的九个要素，其他研究人员可以复制它来调查其他组织采用 SV 策略。本研究中开发的 SV 系统可以被商业领袖用来在他们的组织中传播 SV 政策和实践。

社会影响

公司采用 SV 的三种形式——重新认识产品和市场，重新定义价值链中的生产力，发展与当地社区的集群——作为可持续和协作管理的战略。Suzano被引导介入问题和冲突的根源。通过这样做，公司将创新作为实现可持续和负责任管理的驱动力。对他们来说，创新服务于可持续发展，创造创新能力。这两个概念都是整个组织文化和实践的一部分。创新性是 Suzano 的精髓，而 SV 战略是其规模化的手段。

原创性/价值

论文的独创性依赖于用于收集和分析原始数据的方法和技术，其中分析单元（Suzano 的 SV 策略）被视为一个系统。主要发现得到了研究参与者的验证。通过使用 IQA 协议和本研究的九个要素，其他研究人员可以复制它来调查其他组织采用 SV 策略。