| Abstract | The aim of this paper is to demonstrate how a European multinational company producing and trading in Vietnam can create shared value, both for business and society. A Corporate Social Responsibility strategy, including a program, is proposed, aiming to raise the public profile of this company, to enhance its most famous brand and to improve nutrition knowledge and practices of Vietnamese families. To formulate the strategy, literature on the relation between brand and CSR has been examined and the company’s stakeholders have been consulted. Results show that taking a ‘stakeholder perspective’ is essential. How stakeholders perceive brands and CSR efforts defines how they value them. This study focuses on female consumers specifically, as they are the company’s key stakeholders. Female consumers perceive their ´relationship´ with a brand as meaningful when the values and standards of the brand are in line with their own. The proposed ‘grass-roots’ CSR strategy demonstrates how key elements of relevant, meaningful relationships, as perceived by female consumers, can be put into practice. These elements are: respect, social support, intimacy, common interest and shared history. |