Providing an integrated framework for creating shared value: from customer experience to sustainable governance in hybrid ecosystems

Articles in Press

Document Type : Original Article

Authors

1 Associate Professor, Shahed University

2 Ph.D. Student, Department of Business Management, Faculty of Social Sciences and Economics, Alzahra University

Abstract

In the present era, shared value creation has emerged as a key paradigm in business management and marketing, emphasizing two-way interactions between companies and customers to create sustainable value. With the emergence of digital technologies and the transformation of consumer behavior, the need to provide an integrated framework that can manage these interactions in physical and digital ecosystems is increasingly felt. The present study aimed to identify the key components of shared value creation and provide a comprehensive model for its implementation in organizations. Using the seven-stage meta-synthesis method of Sandelowski and Barroso (2007), relevant studies were reviewed between 2015 and 2025. The findings show that shared value creation can be analyzed at four levels: customer-centric, organizational, ecosystem, and economic-development. The key components include customer experience, brand trust, stakeholder management, digital innovation, and economic sustainability. By integrating physical and digital dimensions, this framework offers practical solutions for improving company-customer interaction and designing collaborative business models.

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New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 31 May 2026

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History

  • Receive Date: 27 November 2025
  • Revise Date: 28 February 2026
  • Accept Date: 31 May 2026

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