A Macromarketing Response to Crisis – Creating Shared Value for Market Recovery.

The article focuses on reconceptualizing crises within market systems, arguing that crises are not episodic external shocks but intensified manifestations of structural fragility embedded in social, moral, and institutional market arrangements. It critiques the dominant Creating Shared Value (CSV) framework for assuming stable conditions and aligned interests, proposing instead a relational alternative called Creating–Shared Value (C–SV), which views value as plural, contested, and co-constituted through networks of actors and exchange modalities. The paper develops a typology of exchange forms—commodity, barter, gift, mutuality, and sharing—each linked to different resilience orientations, illustrating how crises reveal the moral and relational foundations of markets and shape pathways of recovery and transformation. It further emphasizes that effective crisis response and policy require attention to relational infrastructures, legitimacy, and collective negotiation rather than solely technical or firm-centered solutions.