Abstract
This article aims to identify the factors that generate a competitive advantage, based on resource orchestration, in associated companies in networks with an emphasis on corporate social responsibility (CSR). The “Roteiros de Charme” hotel association was the object of study, deepening the analysis into four hotels and hostels participating in the association, all located in the state of Rio Grande do Sul, Brazil. The method chosen was qualitative comparative analysis (QCA), as it allows for the use of data from a small number of cases. The authors identified that individual CSR strategy, the environmental impact of CSR actions and the structuring of companies’ portfolios of resources cover the possible causality and present consistency in the creation of a competitive advantage based on resource orchestration. The analysis of the data showed that the companies associated can structure their portfolio of resources through bundled and leveraged resources for capacity building. The study represents an important managerial contribution since it clarifies what they (resources) are and how the resources of the hotel and the association can be orchestrated for a better financial, social and environmental results. The present study makes a unique theoretical contribution when analyzing the effects on the competitive advantage of CSR actions with the use of the QCA method.
Highlights
Both social and environmental concern are present in the actions of a large number of companies [1,2]
The findings suggest that the degree of corporate social responsibility (CSR) application is influenced by the size, age, category, type of contract, financial performance, and level of investment in innovation of the establishments; as well as by the sex, age, level of education, and degree of the directors’ autonomy in CSR-related decision-making and their motivations and perceived obstacles” [37] (p. 1)
Since the purpose of this article was to identify the factors that generate a competitive advantage, based on resources, in associated companies in a network with an emphasis on CSR, the Roteiros de Charme association was chosen as the object of study
Summary
Both social and environmental concern are present in the actions of a large number of companies [1,2]. Their role is not in doubt, i.e., minimizing environmental effects during the manufacturing or delivery process, while paying attention to social issues [2]. The positive impacts of environmental and social actions positively affect a company’s financial performance [3], because CSR actions generate value and competitive advantage. For this to be achieved, strategic resources and capabilities must be identified and exploited. These actions are known as “resource orchestration” [4]
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