The Methods of Creating Shared Value (CSV) Influencing to Image, Reputation, and Community Acceptance within Mab Ta Phut, Rayong Province

Abstract

The purposes of this article research were ( 1) to study the guidelines for creating shared value (CSV) with society of the business organization and communities in the area of Map Ta Phut, Rayong province, and (2) to study the activities of business organization for creating shared value (CSV) with society affecting the image, reputation, and acceptance of the communities by means of integrating research by initially using the qualitative research through semi-structured interview with 15 key informants, and using quantitative research through questionnaire. Group sampling consisting of 459 samples. The statistics used were the Descriptive Statistic, namely frequency, percentage, mean and standard deviation; and the Inferential statistics.

The research findings found that (1) the methods of creating shared value (CSV) influencing image, reputation, and community acceptance within Mab Ta Phut, Rayong province were all in high level, and (2) factor of creating shared value with society influencing image, reputation and community acceptance ,the research findings revealed the analysis of multiple regression with .05 significant level, the factor of participation within community, the factor of environment and safety of community, the factor of economy promotion and employment, the factor of healthcare influenced sustainably to image, reputation and community acceptance with regression coefficients of 0.382, 0.250, 0.201 and 0.136 respectively. The factor of education and youth development did not influence to image, reputation and community acceptance. with regression coefficients of 0.004. Also it was found that organization should improve each activity for efficient working. Strategy, work plan, work follow up process should be reviewed. Determination of demand should be set, and expansion should be made to its surrounding community for the real implementation.