Competition in corporate philanthropic disaster giving

Abstract

Purpose – The purpose of this study is to demonstrate how firms compete with each other in philanthropic giving in the context of a natural disaster. In particular, the authors want to investigate: Which firms act faster in disaster relief giving? How do late movers react? In the end, which firms donate most at the competitive equilibrium, first or late movers? Whether and how firm visibility will affect the relationships proposed based on the former three questions? Design/methodology/approach – The Chinese listed companies that donated to the May 12, 2008, Sichuan earthquake are taken as a sample. A negative binomial regression analysis is first conducted to identify the first movers. Then, linear regression analysis is conducted to identify the competition between first movers and late movers. Findings – The authors find that large firms and firms with a high financial performance tend to be first movers in disaster relief giving. Late movers donate amounts that are similar to those of first movers in both absolute and relative value. But first movers donate more in absolute value than late movers in the whole process of giving. Firm visibility strengthens the effect of financial performance (return on assets) on giving timing, but weakens the effect of giving timing on both first round and total giving amount. Originality/value – This study provides a dynamic theory of giving and enhances the understanding of the motives and patterns of corporate disaster relief giving. It also illustrates important insights into firms’ strategic and tactical behavior in disaster relief giving.