The influence of Junzi on internal Creating Shared Value strategy

This study examines the integration of Junzi Virtues, derived from Confucian culture, into the business practices of multinational corporations (MNCs) in China, particularly within the framework of Creating Shared Value (CSV) strategies. The increasing recognition of Confucian values as a means to enhance corporate social responsibility (CSR) is highlighted, along with the unique challenges faced by MNCs in the Chinese market. A significant theoretical gap in the literature regarding the application of Junzi Virtues in modern business management is identified, noting that while Confucianism offers a comprehensive philosophical framework, its practical implementation in corporate settings has been limited (Liu & Stening, 2016; Kwong, Cheung & King, 2015). The study aims to validate a new scale for measuring Junzi Virtues and propose a model that illustrates their positive influence on CSV strategies. By linking traditional values with contemporary business practices, this research aspires to provide valuable insights for MNCs navigating the complexities of the Chinese market while promoting sustainable business practices (Snell, Barnes, Wu & Lee, 2024; Poon, Yuen, Chung & Lei, 2021). As globalization progressed, CSR's complexity increased, particularly for multinational corporations, which raised debates about their societal obligations (Matten & Moon, 2008). CSR typically involves voluntary adoption of social and environmental responsibilities, aiming to promote sustainable development and enhance societal well-being while improving corporate reputation (Carroll & Buchholtz, 2009).