Corporate Social Responsibility Positioning Research Articles

Digitalization and Corporate Social Responsibility: A Case Study of the Moroccan Auto Insurance Sector

The aim of this article is to explore the impact of digitalization on corporate social responsibility (CSR) in the automobile insurance sector in Morocco. This article first explores the theoretical and conceptual foundations of digital transformation and CSR. A mixed methods approach is then used, combining qualitative interviews with a wider quantitative survey, to investigate how digital innovations influence CSR practices. Interview analysis provides the basis for the development of a conceptual framework and eight hypotheses, which are then tested using quantitative techniques to analyze survey data. The results reveal several links between the benefits of digitalization and CSR. Claims management platforms, digital roadside assistance tools, and digital vehicle assessment and inspection all positively impact policyholders’ well-being in terms of compensation and asset preservation, thereby enhancing the CSR profile of automobile insurers. Similarly, augmented reality (AR) and virtual reality (VR) training and simulation, as well as repair assistance, have positive impacts on policyholders’ well-being and advance the CSR positioning of automobile insurers. This article has limitations as it is based on a narrow industrial sector in a single country, but it nonetheless highlights certain relevant interrelationships between digitalization and CSR, contributing to the development of theory and practice in these research areas.

Consumers' moral licensing of firms' CSR transgressions

AbstractDespite corporate social responsibility (CSR) engagement, firms may be implicated in CSR transgressions. Research is equivocal on whether CSR buffers negative consumer responses to subsequent firm transgressions. This research extends the observer moral licensing framework to consumer‐firm contexts and examines under what conditions consumers license transgressions following firms' CSR engagement. Study 1 demonstrates that consumer responses to firm transgressions depend on whether the transgression occurs in the same (vs. different) domain relative to CSR engagement and on transgression ambiguity. Study 2 shows that consumer responses to transgressions are less negative when a firm has (vs. has not) previously engaged in CSR. It replicates a shielding effect of CSR that is contingent on transgression domain relative to prior CSR and transgression ambiguity, and finds that blatant same domain transgressions generate hypocrisy perceptions and mitigate licensing effects. Study 3 further extends the moral licensing framework and shows that firm communication that situates CSR efforts on a continuum (continuous CSR positioning) before a transgression moderates, and insincere firm motive attributions mediate, the detrimental effect of blatant same domain transgressions.

Doing Well by Doing Good, Uniquely: Materiality and the Market Value of Unique CSR Strategies

Corporate social responsibility (CSR) has become a strategic decision for organizations. The capacity to invest in several distinct CSR categories at varying levels (e.g., environmental innovation, diversity, community) leaves firms with a multitude of patterns from which to choose. However, the question of whether market returns to CSR are defined by individual-level positioning choices or by industry-level conditions––particularly the materiality of distinct categories of CSR––remains unresolved. Drawing on the literature arguing that stakeholders are crucial enablers of value creation and capture, we theorize that unique CSR strategies more effectively promote stakeholder engagement by helping firms develop differentiated and unrivaled positions with key stakeholders. Thus, we argue that CSR uniqueness is positively associated with market value. Yet we also argue that uniqueness can be constrained by materiality: in industries in which a higher number of CSR categories are considered material, firms have fewer degrees of freedom to successfully differentiate from competitors; hence, the market returns to unique CSR positioning are negatively associated with the number of CSR categories deemed material to the industry. Using a novel measure of uniqueness of CSR strategies and a database containing environmental, social, and financial information of 2,093 firms between 2002 and 2017, we find strong support for our hypotheses. To shed further light on the mechanisms driving the role of materiality, we examine the 2010 BP Deepwater Horizon oil spill.

Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach

Although corporate social responsibility (CSR) appears to be mutually beneficial for companies and consumers, the modern marketplace has left both parties in vulnerable positions. Consumers are increasingly subjected to incongruent CSR messages such as greenwashing, while companies are trapped in a strategic positioning dilemma with regard to how to most effectively and ethically approach CSR communication. This has led some companies to instead adopt a strategically silent approach, such as greenhushing. To capture this CSR positioning dilemma and test the positioning effects on consumers’ attributions, this study applies attribution theory to conceptualize four distinct CSR positions (uniform, discreet, washing, and apathetic) which reflect varying combinations of congruence or incongruence between a company’s external CSR communication and its actual internal CSR actions. Using an online experiment, the effects of the CSR positions on consumer attributions for intrinsic and extrinsic CSR motivations and purchase intentions were tested across three CSR domains: environmental; labor; and lesbian, gay, bisexual, and transgender (LGBT) inclusion. Overall, the findings attest to the significant effect of internal–external congruence-based CSR positioning on how consumers respond to CSR communication. Importantly, the results indicate that discreet positioning is perceived similarly to uniform positioning, while misleading and unethical tactics such as CSR-washing are sure to backfire. Theoretical and managerial implications are discussed.

Corporate social responsibility, customer loyalty and brand positioning

PurposeIn the current era, businesses and customers are becoming increasingly concerned with social and environmental issues, and unlike the past, the main focus is not merely on economic growth. As new customers are getting more informed and responsible toward their surroundings, it is necessary for enterprises to act responsibly to attract responsible customers. Therefore, this paper aims to investigate the impact of corporate social responsibility (CSR) on brand positioning and customer loyalty in travel agencies in Tehran, Iran.Design/methodology/approachThrough quota sampling, 86 agencies are selected and a number of 200 customers of those travel agencies are surveyed by means of purposive sampling.FindingsThe result reveals that CSR has a significant effect on loyalty of customers and brand positioning. In addition, the results indicate that all hypotheses have significant effects except for the C-C identification on customer loyalty.Practical implicationsTourism managers should bear in mind that performing CSR activities is not merely a cost burden but a viable strategy for creating competitive advantage. They should adapt their CSR activities to the industry environment.Originality/valueThe study provides important evidence about CSR and their role in brand positioning and customer loyalty in tourism industry. In addition, the study contributes to the literature by developing the link between CSR and brand positioning.

Greeks grapple with responsibility

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Key findings denote occupational health and safety, benign environmental management as well as responsible production methods as the top corporate social responsibility (CSR) priorities. Two different CSR viewpoints emerged from the factor analysis reflecting a pragmatic and a more socially responsive interpretation of corporate responsibility. Cluster analysis confirmed such contrasting perspectives, allowing the partition of data in distinctive groups according to the relative inclination on either of the identified viewpoints. Similarity measures obtained from cluster analysis also verified the different CSR positions. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Priorities and perceptions of corporate social responsibility

Purpose– The purpose of this paper is to inform the business management literature that focuses on the perceptions of business professionals towards the multidimensional and highly complex concept of corporate social responsibility (CSR).Design/methodology/approach– This study is based on a sample of 118 Greek business executives/middle managers having different functional positions. A questionnaire based on the works of Quazi and O’Brien (2000) and Welfordet al. (2007) was designed and used for data collection.Findings– Key findings denote occupational health and safety, benign environmental management as well as responsible production methods as the top CSR priorities. Two different CSR viewpoints emerged from the factor analysis reflecting a pragmatic and a more socially responsive interpretation of corporate responsibility. Cluster analysis confirmed such contrasting perspectives allowing the partition of data in distinctive groups according to the relative inclination on either of the identified viewpoints. Similarity measures obtained from cluster analysis also verified the different CSR positions.Originality/value– The paper explores CSR perceptions, as predictor factors of CSR performance, in three different groups of Greek business professionals. It contributes to the literature of CSR perspectives from South-East European countries where there is a distinct lack of empirical studies on managerial attitudes.

Using Scenario-Based Learning to Teach Tourism Management at the Master’s Level

Understanding tourism as a complex system is a challenge in postgraduate tourism education. The complexities of understanding tourism as a system stem from the implications for decision making in business, long-term planning, and adopting sustainability and corporate social responsibility positions. This study evaluates a series of assessment items designed around pedagogical principles of scenario-based learning, role play, and collaborative learning. Using data from end-of-semester surveys and a reflective assessment piece, 30 students evaluated the series of assessment criteria for their effectiveness in helping students to consider tourism as a complex system and how the use of iPads and wikis were used to complete the assessment tasks. Results suggest that the series of assessment tasks was useful in developing critical thinking around tourism, including how tourism is a complex adaptive system, developing collaborative learning, practicing skills useful for a career in tourism, and building teamwork, whereas the wikis and iPads were useful as a platform to support this learning.

Consumer Reactions to Corporate Social Responsibility (CSR) in Thailand: The Moderating Effect of Competitive Positioning

The aims of this study are twofold. First, it contributes to understanding the business case for CSR in developing countries by focusing on the consumer-organisational relationship. Second, this study replicates the conceptual framework of Du et al. (2007) to investigate the influences of the moderating effect of competitive positioning on consumer reactions to CSR in Thailand. Few empirical studies have investigated the impact of CSR in the marketplace, and these studies have shown contradictory results on whether CSR’s impacts on consumer behaviour. Furthermore, even fewer studies have investigated the impact of this relationship in developing countries such as Thailand. Thus, the study addresses gaps in the literature by investigating the research problem: “Can CSR positioning be used as a moderator of consumer reactions within the competitive positioning of companies in Thailand?”

CSR for Sustainable Development: CSR Beneficiary Positioning and Impression Management Motivation

ABSTRACTThis study aims to seek ways to make corporate social responsibility (CSR) a vehicle for the sustainable development of companies and society. It examines the effect of CSR beneficiary positioning on purchase intention based on social exchange theory. It also investigates the moderating roles of product category, situation, and consumer's self‐monitoring level based on impression management theory. The results show that consumers will be more likely to buy products from those companies which employ a self‐benefit CSR positioning. In addition, the findings also suggest that the effect of the CSR beneficiary positioning on purchase intention depends on product type, situation, and self‐monitoring level. Specifically, when the impression management motivation is heightened, people will pay more attention to information about companies' CSR efforts. Thus, CSR beneficiary positioning will have less effect on purchase intention. However, the effect of CSR beneficiary positioning persists when the motivation is not heightened. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment

Analysing the corporate responsibility Web pages of consumer electronics companies: implications for process improvement

Corporate social responsibility (CSR) is a set of principles and practices that encourages companies to be responsibile for the impact that their activities have on society. CSR positions are publicly communicated through information usually made available through corporate Web sites. Previous studies have shown that these are heterogeneous in the way they present the companies as socially responsible. This paper reports an exploratory study on these differences and their relation to diverse CSR-related indexes and rankings in a sample of consumer electronic companies that participate in the Greener Electronic Guide. The ISO 26000 standard is used to analyse the core subjects that are explicitly mentioned in corporate Web pages and how they relate to the scores obtained in the mentioned Guide and other rankings and indexes available. Results obtained point out to a positive correlation between environmental issues and overall CSR behaviour, but differences indicate a need for further research. That behaviour in turn appears to be related to how CSR is communicated externally through corporate Web sites to some extent, but differences are also apparent. This may have potential implications for process improvement. Concretely, in that higher levels of transparency in communication may be achieved by aligning common processes with actual CSR actions more closely, including communication processes.

Innovative CSR

Sketching the evolution of corporate social responsibility (CSR) from decoupled corporate philanthropy through strategic CSR to efforts to mainstream CSR throughout the firm, this paper highlights considerable drawbacks of a narrow view of the business case for CSR. Hence it seeks to provide an alternative that is still linked to key business processes but avoids such a tight coupling. The paper argues that this can be achieved through anchoring CSR in the literature on innovation. A definition of innovative CSR is developed, which is operationalised as the 4Ps of Innovative CSR, a framework that consists of innovation in CSR project content, CSR processes, CSR positioning or CSR paradigm change. The paper proceeds to outline the benefits that approaching CSR from the innovation angle offers. Finally, areas are highlighted where the study of innovation can lead to a better understanding of both the nature of CSR and the challenges involved in managing it.

‘Good’ and ‘Evil’: The Relationship Between Corporate Social Responsibility and Corporate Political Activity

To determine if corporate social responsibility (CSR) and corporate political activity are economic substitutes or economic complements, I assemble and analyze the largest dataset possible from existing data sources incorporating both types of non-market behavior. Examining the joint distribution of an index of firms' CSR behavior and an indicator of whether or not firms lobby reveals that firms at both the positive and the negative extremes of social responsibility are more likely to have been politically active. Regressing the CSR index and a measure of lobbying intensity, individually, on Tobin's Q allows me to test whether CSR and corporate political activity separately enhance firms' value; regressing an interaction between the CSR index and the measure of lobbying intensity on Tobin's Q, allows me to test whether they play complementary roles in enhancing firms' value. Higher CSR ratings, more intensive lobbying, and the interaction between the CSR rating and lobbying intensity all appear to increase value when comparing firms; however, when each firm is studied over time, only the interaction between CSR rating and lobbying intensity appear to increase firm value. Taken together this suggests that firms' CSR positions work as an economic complement to its political activity rather than a substitute—jointly the two types of non-market behavior increase a firm's value, while independently each activity is more difficult to reconcile and perhaps may simply be symptomatic of some other inherently unobservable firm-fixed characteristic such as 'good management'. Illustrative cases round-out the large dataset analysis.

Corporate social responsibility and the positioning of grocery brands

PurposeThis study aims to enhance the understanding of what significance consumers place on different aspects of corporate social responsibility (CSR) when evaluating and purchasing grocery brands and products.Design/methodology/approachThe paper builds on existing literature and theories on CSR and marketing, as well as literature on consumers' perceptions of CSR related issues. The Swedish empirical study has two parts; the first explorative stage based on qualitative method and in‐store face‐to‐face interviews through which important consumer attitude‐based attributes of social responsibility are identified in a grocery context. The second quantitative part is based on questionnaires that describe the grocery brand positions and performances along these attributes.FindingsResults point to three general attitude‐based dimensions for CSR positioning and that retail brands can indeed, in relation to leading national brands, build a CSR image. Further, this image is shown to have an impact on consumers' intention to buy. This is also the case for “me‐too” retail brands. The CSR dimension of greatest impact on overall CSR image is product responsibility, whereas human responsibility influences the customer purchase intentions the most. Environmental responsibility, perhaps the most commonly used CSR dimension, is in this study recognised to exert least impact on both overall CSR image and on purchase intentions.Research limitations/implicationsThis study is limited to a Swedish context and to one specific purchase situation. Future studies could involve validation of factor structure, relationship between CSR and preference, and ability to positioning in another market, perhaps in more mature markets in terms of well‐developed structures of CSR and health/organic organic products (e.g. the UK). A postal survey would allow the use of longer and evaluated measurement scales previously used in organic food research.Originality/valueThis study substantiates that retailer brands can indeed be distinctly positioned according to aspects other than price, e.g. as here exemplified, the concept of CSR. This relationship has hitherto not been identified outside the UK. The finding that CSR is less clearly connected to the expected dimension of environmental responsibility entails new added knowledge to this research field. The analysis has, moreover, resulted in more a simplified description of the basic dimensions of CSR containing three instead of, as often in the literature, six dimensions.