Implementing Innovative CSR Practices to Improve the Company’s Perceived Value and Market Share in the context of Aviation Industry in the UAE

Abstract

Purpose The UAE government has taken effective actions to enhance Corporate SocialResponsibility (CSR) in the different business sectors. Empirical studies indicated that implementinginnovative CSR practices could affect the organizational sustainable performance positively (Munir , Blount& Upadhaya 2018). Additionally, aviation industry sector is one of the major influential sectors. In the UAEcontext, this study aims to analyze some major areas of aviation industry in the UAE to exploreimplementing effective innovative CSR practices into the organizational system aiming to increase thecustomers’ loyalty and market share in the light of Kelley’s Attribution Theory (1973) and Carroll’s TripleBottom Line Model (1991).Methodology- Secondary data in this research was gathered from reviewing the available literature. It helpedin understanding the gaps and providing an overview of the existing information on the topic. Literaturecritical appraisal and comparative analysis was used to analyze the best practices related to implementingCSR effective practices into aviation industry aiming to increase the companies’ perceived values and marketshare.Findings- It was found that implementing incremental innovation smoothly in the context of UAE aviationindustry aiming to improve CSR practices could lead to improving sustainable development and increase theperceived value. Also, it could be indicated that the sustainable development happens through improvingCSR work environment and CSR organizational culture.Implications- The findings will aid the UAE aviation companies in gaining knowledge regardingimplementing effective CSR practices and procedures which could lead to improving the firm’s perceivedvalue and market share.