Corporate social orientation in Japan and the USA: a cross‐cultural comparison

Abstract

PurposeThe primary goal of this study is to conduct an empirical comparison of corporate social orientation (CSO) values held by US and Japanese students. The study also aims to test the stability of CSO with an exploratory assessment of the impact of international exposure on these values.Design/methodology/approachA total of 806 respondents were surveyed in the USA and Japan regarding their expectations of business organizations, their demographic attributes, and their level of international exposure. The survey results were compared using descriptive statistics, MANOVA and ANOVA.FindingsThe results support the assertion that CSO varies across individualistic and collectivistic cultures. Statistically significant differences were found between US and Japanese respondents in the relative ratings allocated to the four dimensions of CSO (economic, legal, ethical, and discretionary expectations). Results also indicate that CSO is a fairly stable set of values. International exposure was not found to have a statistically significant impact on CSO ratings.Research limitations/implicationsThis study offers support for the variability of CSO across students in different cultures. It also suggests that further studies are needed to fully assess the impact of people's experiences on their CSO. Based on the differences identified, managers in these settings can expect to have their performance evaluated differently by customers, investors, regulators, and other groups.Originality/valueThis study presents the first comparison of CSOs between the USA and Japan. The study also presents a preliminary test of the relationship between people's international exposure and CSO.