Amending CSV: contingency theory for the quest of fit

Purpose The purpose of this paper is to carry out a conceptual analysis of the contingency theory as a practical tool for amending Creating Shared Value (CSV). A simultaneous social efficiency and economic productivity is of urgent need in so many countries, but the CSV idea has not been developed enough to respond to this urgency and profits mostly to multinational companies. The contingency of CSV can raise the awareness of the business environment and its social contingency needs. Design/methodology/approach This is a critical conceptual paper with a focus on the need of finding some practical guidance through the tools of contingency for improving the connection between the economic and social efficiency of the concept of CSV. Findings The conceptual overview provides guidance for organisations and policy makers to understand the importance of contingent adaptations of CSV strategy and the danger of the tendency to avoid creation of a contingent fit. Originality/value The value of this paper lies in the original focus on the social efficiency of CSV that by the mutuality of the social and economic aspects of the construct, is also a concern of economic efficiency.