THE REACTION OF ITALIAN COMPANIES TO FIGHT COVID-19 CRISIS: CREATION OF SHARED VALUE TO RELAUNCH?

This paper aims to analyze the reaction of the Italian companies at the impact of the COVID-19 crisis, observing the action of the management focused on the adoption of action of share value. The purpose of the paper is to investigate the implementation of the CSV strategy in Italy during the crisis period COVID-19 crisis, identifying the practices implemented by companies, their characteristics, and their sphere of action. The research studies the actions implemented to generate benefits to the community after the COVID-19 crisis (like actions in the health system, value chain, and society). The Italian companies are grouped into nine sectors: Food, Beverage, GDO, Fashion, Beauty, E-commerce, Automotive, Transport, and Insurance. Then, the analysis focused on the SMEs to understand their operation again the crisis, and the actions promoted to CSV. The objectives are a) a literature review of CSR e CSV; b) study the state of the art of the practice of the Italian companies CSR-CSV Identification; c) Classification and analysis of the practices of the nine Italian companies sector; d) survey and analyze the practice of the Italian SMEs. The results show that not all the actions collected can be classified as CSV, but it is possible to identify "Hybrid" practices that have similar characteristics to both the CSR and the CSV. The findings show that not all the actions collected can be classified as CSV, but it is possible to identify "Hybrid" practices that have similar characteristics to both the CSR and the CSV. Also, although limited by small structure and resources, a good sensitivity of SMEs is highlighted.