Abstract
The aim of the study is to investigate relationships between strategic orientation (SO), involvement in corporate social responsibility (CSR) and operational performance (OP). It tests the proposition that SO is not linked with OP directly but through CSR serving as the mediator. In addition, SO is hypothesized to moderate the association between CSR and OP. The research involves a representative cross-sectional survey of 400 managers of SMEs operating in the Polish food manufacturing industry. Statistical methods include confirmatory factor analysis with AMOS 24 and multiple linear regression using SPSS 24.The study reveals a complete mediation effect by CSR of the links from three aspects of SO to OP. Specifically, aggressiveness, proactiveness and defensiveness are positively associated with CSR, while analysis, future orientation and risk propensity show no relationship. Also, aggressiveness moderates the link from CSR to OP, so that firms with higher aggressiveness display a stronger connection between CSR and OP.The outcomes suggest that part of the positive effects of CSR may come from more general strategic stances and attitudes. Moreover, it seems that certain aspects of strategic orientation might be more effective when implemented in an organizational environment with strong CSR values. In particular, strategies based on aggressiveness and proactiveness appear to be more effective when complemented by heightened social sensitivity.This research validates the role of CSR as a viable managerial approach contributing to greater operational performance of companies. This could help build a stronger case to promote socially responsible business practices not only through its beneficial social impacts but also due to its effects on firms’ performance. To the author’s knowledge, this is the first research focused on associations between SO, CSR and OP, using a large, representative sample of SMEs.
Highlights
The main objective of the study was to investigate the role of strategic orientation (SO) as an antecedent of corporate social responsibility (CSR) involvement
From the perspective of sustainable management, it can be argued that strategic orientations emphasizing performance may be unlikely to induce in their members attentiveness to the needs of other stakeholders
The findings reported in the paper implied that fulfilling social obligations did not come at the expense of diminished profitability; there was evidence that it could lead to better performance directly as well as through mediators of employee commitment and customer loyalty
Summary
The main objective of the study was to investigate the role of strategic orientation (SO) as an antecedent of CSR involvement. The same effects might not be found in other firms led by individuals less familiar with marketing and management theory, including the concepts of sustainable management and CSR In another relevant study, Qu [2009] looked into CSR as an intermediary variable between market orientation and financial performance, finding support for the existence of the full mediation effect. The study suffers from limitations including a small sample size of 143 observations, the focus on a single, a narrowly defined industry (star-rated hotels in China) and a questionable choice of measurement scales (e.g. the whole of CSR involvement was assessed with only five Likert-scale items, which is much fewer than in most comparable projects), and financial performance was determined solely in relation to main competitors from a set of 3 self-reported qualitative metrics).
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
