Commonwealth Games and Strategic Social Value Orientation of Firms: Evidence from India

This study investigates the impact of the Commonwealth Games (CWG) on firms' SSVO. Extending the four dimensions of Strategic Social Value Orientation (SSVO) (Purpose, Stakeholders, Consequences, and Mutuality) in the context of stakeholder salience, this research explores how exposure to CWG influences corporate strategies. Utilizing computer-aided textual analysis and regression analysis of Indian firms during 2010 CWG in Delhi, India, the results show that exposure to the CWG positively influences consequences dimension based on short term engagements. However, the findings show no significant effect on purpose, stakeholder and mutuality dimensions, suggesting that these aspects require deeper organizational shifts and sustained engagement beyond the event's scope. These findings advance theoretical understanding of how mega-events initiate selective strategic shifts while offering practical insights for firms, policymakers, and event organizers seeking to leverage such events for societal value creation.