International Corporate Social Responsibility Research Articles

International diversification and corporate social responsibility disclosure quality: Employee versus environmental dimensions

AbstractMultinational enterprises (MNEs) face increasing institutional complexity as they expand internationally, which has a significant effect on their corporate social responsibility (CSR) strategy. In this study, we investigate an under‐explored difference between MNEs' employee and environmental CSR disclosure quality concerning the extent to which CSR reports are indicative of substantive activities. We propose that as international diversification increases institutional complexity, MNEs lower the disclosure quality of environmental CSR yet improve the disclosure quality of employee CSR due to their different institutional implications. In addition, we examine the effect of MNEs' home country cultural differences regarding uncertainty avoidance on the relationship between international diversification and employee and environmental disclosure quality. Based on a sample of 335 global MNEs from 31 countries, we found general support for our hypotheses.

Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market

PurposeThe purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia’s aggression against Ukraine on February 24, 2022.Design/methodology/approachThe main research methods include a systematic literature review and the authors' own surveys conducted in November 2022. The research sample comprised 950 consumers – 67% of them were Poles, 30% – Ukrainians and 3% from other countries.FindingsA respondents' country (Poland and Ukraine) does not impact attitudes to brands offered on the Russian market after Russia's invasion of Ukraine on February 24, 2022. Moreover, it does not affect and differentiate emotional engagement in the conflict and assistance to war victims. Cluster analysis resulted in identifying two groups on the basis of consumers' declared emotional reactions to the war. The first group was smaller (N = 353, 37.2%), referred to as “indifferent consumers”, and was characterized by a greater inclination to purchase brands offered in Russia. The other cluster, referred to as “sensitive consumers” (N = 597, 62.8%), comprises those engaged in offering assistance to war victims, showing strong emotions in connection with the aggression and military activities and characterized by a clearly negative attitude to Russian and other offered brands and an inclination to boycott these brands.Research limitations/implicationsA short time horizon, the study confined to two countries, difficulties in reaching Ukrainian respondents due to power failures in Ukraine in the period of conducting the survey (November 2022), a non-representative research sample – overrepresentation of people aged 18–25 years.Practical implicationsThe research study contributes to the knowledge about consumer brand attitudes and preferences under unique social, economic and market conditions. These conditions were created by Russia's invasion of Ukraine in 2022, as well as the international and global character of the war in Ukraine. The significant implications of the study refer to brand communication policies and companies' CSR-related declarations. A number of consumers' errors were recorded, resulting from wrong brand retrieval, which were rectified at a later stage as a result of international restrictions imposed on Russia, harsh media criticism and social international embargoes imposed on brands offered in Russia. The marketing communication of contemporary global brands should give consideration to the informative function of CSR activities, and the communication process should be continuous. Critical attitudes and an inclination to boycott brands point to the possible consequences faced by inconsistent and ethically doubtful brand policies. This implication is clearly confirmed by the results of the study.Social implicationsThe authors also wish to highlight the implications for practice and society. As mentioned earlier, Polish consumers involved in providing aid to victims of the war also expressed their opposition to the war by boycotting Russian products and international brands remaining in Russia. Popularization of the research results obtained by the authors can be a form of sensitizing the public to the need for long-term relief, awakening global awareness of the essence and importance of sanctions imposed on Russia, as well as the possibility of expressing opposition through individual purchasing decisions and boycotting brands still present in Russia.Originality/valueThe study allowed for identifying consumers' differentiated brand attitudes in two countries: a country inflicted by war (Ukraine) and a front-line country, strongly supporting Ukraine (Poland). The research contributes to consumer behavior theories and studies of consumer attitudes and preferences from the perspective of international corporations' CSR activities under the unique conditions of war. Also, it contributes to the knowledge of the mechanism of forming attitudes to Russian and international brands offered in Russia among CEE consumers.

International corporate social responsibility and post-entry performance of developing market INVs: The moderating role of corporate governance mechanisms

Building on the stakeholder, agency, and resource dependence theories; this paper investigates the role of international corporate social responsibility (CSR) for the post-entry performance of developing market international new ventures (INVs) in the presence of corporate governance mechanisms to overcome their agency and environmental problems. We test and validate the conceptual model using survey data collected from 110 INVs operating in the developing market of Pakistan. Our results show that international CSR promotes the post-entry performance of developing market INVs. Further, we found that this association is moderated by corporate governance mechanisms of ownership, board independence, and returnee board members. Specifically, the relationship between international CSR and post-entry performance is weaker when ownership is concentrated but stronger when outsider and returnee board members are present in developing market INVs. The findings of this study have important theoretical and practical implications for INVs' social strategies and international performance contingent upon corporate governance.

Corporate social responsibility disclosure, dividend payments and firm value – Relations and mediating effects

AbstractWe examine the relations between corporate social responsibility (CSR) disclosures, dividend payments and firm value. We use an international sample and measure CSR disclosures based on Global Reporting Initiative (GRI) disclosure levels, which we divide into two parts (unexpected and expected disclosures). We find three main results. First, firms with higher levels of unexpected CSR disclosure pay higher dividends, and this association is attributable to firms where unexpected CSR disclosure is aligned with CSR performance. Second, only the unexpected part of CSR disclosures is positively associated with share prices. Third, this positive association is fully mediated by dividends.

Consumers' Cognitive Dimension of International Corporate Social Responsibility and Its Correlation With Purchasing Tendency

Since the 21st century, international corporate social responsibility attracts great attention. With the continuous improvement of consumers' maturity, they become more and more sensitive to international corporate social responsibility and have higher requirements for corporate to fulfill social responsibility. Besides, the buying decision is affected by international corporate social responsibility more and more apparently. Hence, the research into the impacts of international corporate social responsibility on consumers' buying behavior is of great significance. In the research, consumer identity was set as intervening variable to investigate how consumer buying behavior was affected by corporate social responsibility. After theoretical model was constructed and research hypothesis was put forward, questionnaire investigation approach was adopted for empirical study. It was demonstrated that the significance values of age, occupation, and education level in each factor were small with great differences.

Understanding international CSR in SMEs

ABSTRACT This study investigates international corporate social responsibility (CSR) in small and medium-sized enterprises (SMEs). While international CSR is key to firm internationalization, hardly any research has been conducted on international CSR in SMEs. Drawing on an interpretive approach, we reveal four distinct understandings of international CSR which entail different CSR practices: international CSR as a driver of international performance; as necessary for international distinctiveness; as a promoter of successful international collaboration; and as a catalyst for change, empowerment, and sustainable internationalization. Our study contributes to the development of the nascent literature on international CSR in SMEs and to stakeholder theory.

A Management Model for Transformative Corporate Social Responsibility Practices: The Case of the South African Business Sector

Purpose/objectives: In the absence of a socio-economic transformative business agenda, our purpose is to propose a transformative Corporate Social Responsibility (CSR) management model for businesses in South Africa. Design/methodology: A case study design was followed, using document analysis and a questionnaire as data collection methods. Thirty respondents, representing nine businesses from the banking, food and telecommunication sectors, were sampled. Findings: The results suggest that businesses do not follow a systematic, uniform reporting format annually and do not fully comply with Global Reporting Initiative (GRI) standards or B-BBEE compliance targets. Furthermore, no clear evidence could be found in the sampled companies’ sustainability reports of how much money was contributed annually to socio-economic development, and no progressive CSR trends could be discerned. Practical implications: A practical model with guidelines is presented to assist South African businesses to successfully comply with statutory and regulatory obligations and international CSR reporting requirements. Originality/value: The proposed transformative CSR management model offers a tangible framework for businesses in the absence of such a framework. The main elements of the final model are the oversight and management of CSR and CSR activities, stakeholder management, intervention impact planning, stakeholder engagement, implementation, and sustainable impact reporting. This model can be implemented and used by various stakeholders in the business sector to accelerate tangible and sustainable socio-economic transformation in South Africa.

Strategic Development of International Corporate Social Responsibility in Agribusiness

Introduction. The identification of the interdependent development of society and business contributed to the introduction of corporate social responsibility in entrepreneurship as a guarantee of obtaining from its activity not only an economic effect but also the stimulation of social and environmental development. After all, the development of society requires constant changes in the consumption of various types of goods and services under the condition of a safe level of ecology and agriculture as the basis of food security in society, which necessitates the stimulation of productive activities of corporate social responsibility in agrarian business and its serving industries.
 Aim and tasks. The aim of the study is an analysis of the strategic development of international corporate social responsibility in agribusiness. The main tasks are: to investigate the modern strategic directions of the development of corporate social responsibility, focusing on agrarian businesses, to identify problems and find resources to overcome them.
 Results. Strategies for the development of corporate social responsibility in business are generally formed in relation to the goals and directions of the development of business activity and aim, as a final result, to increase the level of development of business activity, society, and preservation and protection of the environment. Social, ecological, economic, intra-economic, and external strategic directions of CSR influence have been identified, with implementation carried out directly by enterprise employees or with the assistance of interested participants, or "stakeholders." An analysis of CSR business strategies was carried out with the aim of forming the optimal option for obtaining mutual benefits for all interested parties. It was determined that the relevant strategies do not have permanence and need improvement, correction, and adaptation in accordance with evolutionary changes in the development of society.
 Conclusions. The process of implementing CSR in business has a long-term nature and requires determining the optimal relationship between the chosen areas of social responsibility development in combination with the economic activity of business structures. The main directions of CSR development in agribusiness are assistance and promotion of the development and motivation of labor personnel; introduction of waste-free economic production; maintenance of relationships with clients; brand distribution; and environmental protection. The international direction of CSR is oriented in the direction of "green activity," affecting the reduction of the level of poverty and inequality.

Determinants of corporate social responsibility performance in emerging markets: An international orientation perspective

AbstractFor emerging market multinational enterprises (EMNEs), corporate social responsibility (CSR) is a foreign business practice. Because EMNEs are late movers in the international market, their attempts to engage in sustainable development and to improve CSR performance (CSP) are hindered by their limited relevant knowledge and resources. Few studies have investigated how EMNEs achieve high CSP. In this study, a sample of 177 Taiwanese companies in Taiwan listed on the Taiwan Stock Exchange from 2013 to 2015 was examined. Data were collected from the Taiwan Economic Journal database. The effects of international orientation on the level of internationalization, market entry in advanced economies, and adherence to international CSR principles on the CSP of these EMNEs were investigated. The results revealed that higher levels of internationalization, greater market entry in advanced economies, and adherence to international CSR principles are positively related to CSP. In addition, a higher level of internationalization enhances the relationship between adherence to international CSR principles and CSP.

CSR communication and international marketing: Insights from the COVID-19 pandemic

PurposeThe purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication.Design/methodology/approachUsing Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic.FindingsStudy findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health.Practical implicationsThe study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication.Originality/valueThe CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.

Mapping corporate social responsibility practices at the international level: systematic review and content analysis approach

PurposeIt has been more than 20 years since the idea of binding multinational corporations directly to international law was abandoned. Since then, concerned actors have sought to manage corporate conduct through voluntary regulation. However, little is known about the instruments produced in this regard. This study aims to understand the properties of the instruments that govern or regulate corporate social responsibility at the international level.Design/methodology/approachSystematic literature review and content analysis methods were combined to compile a list of 229 international corporate social responsibility instruments (ICSRIs) produced by intergovernmental (IGOs) and international nongovernmental (INGOs) organizations. These instruments were categorized according to an adapted classification framework.FindingsThe majority of instruments from our sample are produced by INGOs, focus on management activities and are applicable to specific industries. The most common issues addressed by the instruments are related to worker protection, human rights, governance and the environment. A limited number of instruments specify stakeholders’ involvement or feature an external orientation. Instruments rarely address issues related to product quality and safety, economic contribution or social performance.Practical implicationsWithout a comprehensive overview, it has been difficult to develop broad-based understandings about voluntary regulation as a mechanism for controlling corporate conduct internationally. This study’s findings offer valuable insights, allowing policymakers and industry practitioners to understand the effectiveness of, and make appropriate enhancements to, ICSRIs.Social implicationsBy enhancing ICSRIs to address the limitations highlighted in the current study, multinational corporations can be induced into contributing more productively to the sustainable development of the societies they impact and play a greater role in the realization of the Sustainable Development Goals.Originality/valuePrevious research has largely concentrated on analyzing small numbers of carefully selected instruments in a conceptual or descriptive approach. In contrast, this study represents a novel approach of systematic compilation and quantitative classification for a comprehensive list of ICSRIs.

The role of the FEC company technological development indicators on the way towards sustainable energy

The aim of the study is to substantiate the necessity of changing the approaches to selection of the list of FEC company technological development indicators for working out the corporate strategic planning documents, including implementation and realisation of corporate social responsibility (CSR) policies in the framework of national economy transition to sustainable energy. Activities in the field of energy saving and energy efficiency ensuring sustainable development with the focus on economic, social and environmental issues are considered as the basic direction ensuring achievement of planned CSR indicators. The methods consist in the systematic approach to assessing the technological development considering the new energy paradigm, disaggregation of existing indicators of complex international and Russian CSR ratings, as well as systematisation of performance indicators. The results are presented in the form of a system of technological development indicators assessing and rating the energy companies based on analysis of the CSR strategies' implementation.

Development of the corporate social responsibility of industrial enterprises in the Voronezh Region: institutional and organisational aspects

Subject. The current decade has been recognised by the world community as “a decade of decisive actions” aimed at combating numerous social and environmental issues. Solving these problems is impossible without mobilising the efforts of the business community. In this regard, corporate social responsibility (CSR) becomes highly important as well as the issue of integrating its principles into business activities. Since the industrial sector is characterised by the most significant impact on the environment and the local community and involves substantial labour resources, the implementation of CSR by industrial enterprises is of particular interest. Purpose. An analysis and assessment of the prospects for the development of corporate social responsibility among industrial enterprises in the Voronezh Region. Methods. The study involved a quantitative strategy for collecting and analysing information. The empirical basis was data from a survey carried out at 30 industrial enterprises in the Voronezh Region. Results. The empirical study allowed shaping the big picture of how CSR is understood and implemented by industrial enterprises in the Voronezh Region in terms of: the composition of the main CSR programmes and addressees; international and national CSR standards used in the activities and the formation of internal institutions for the CSR development; the nature and forms of interaction between enterprises, the state, and non-profit organisations; and assessing the prospects and barriers to the development of CSR. Conclusions. The social responsibility of non-public regional industrial enterprises remains fragmentary. There is a gap between the actual CSR content, its understanding by the management personnel of enterprises, and the current implementation of social programmes in practice. All activities of industrial enterprises in the field of CSR continue their technical and technological processes or business processes. Enterprises pay little attention to non-production activities. Enterprises are not interested in disclosing information about their activities, reducing any adverse impact they have on the environment, contributing to the sustainability of the territories where they are located, and the formation of civil society. Businesses act as closed systems that exist outside society. In order to develop the CSR of regional industrial enterprises, a set of measures (financial and economic, organisational, informational, and educational) has been proposed, which ensures the relevance of the content of regional industrial policy.

Dual institutional embeddedness and home country CSR Engagement: Evidence from Indian MNEs

This study contributes to the international corporate social responsibility (CSR) literature and emerging market multinationals research by examining the influence of dual institutional embeddedness on home country CSR engagement in the understudied context of Indian multinational enterprises (MNEs). Specifically, we study the role of internationalization, depth of involvement in stringent CSR contexts, and implementation of mandatory CSR regulation in the home country on the domestic CSR engagement of Indian MNEs. Our results indicate that heterogeneous institutional pressures experienced by firms embedded in dual institutional contexts encourage greater home country CSR engagement.

Business Strategy, Corporate Social Responsibility Activities, and Financial Performance

ABSTRACTThis study examines how the alignment between business strategy (prospector versus defender) and Corporate Social Responsibility (CSR) affects company performance. While some CSR involves internal stakeholders, others involve external stakeholders. External CSR may bring public visibility and company prestige, and internal CSR can strengthen employee relations. Using data from U.S. publicly listed companies, which is readily available, we find a stronger positive relation between external (internal) CSR and financial performance for prospector (defender) companies than for defenders (prospectors). These results are robust using alternative measures for strategy, internal CSR, and external CSR. Also, the positive relation is more pronounced for multinational companies than for domestic companies. Our study contributes to the extant literature on international accounting, CSR, and business strategy. Our findings have significant implications for managers in global markets because they demonstrate that different types of CSR can increase company competitive advantages and simultaneously advance social and economic conditions.JEL Classifications: G30; L10; M4; M14.

Does Corporate Social Responsibility Vary by Real Estate Asset Types? Evidence from Real Estate Investment Trusts

This paper investigates how real estate investment trusts’ corporate social responsibility (CSR) (REITs) varies by two intrinsic firm factors: real estate asset types and REITs’ financial aspirations. We develop a conceptual model to demonstrate the theoretical role of these intrinsic firm factors in moderating CSR. Using a database containing the Morgan Stanley Capital International CSR rating index, we test REITs from 19 countries for variations of their CSR performance across each of the three pillars of CSR: environment, social, and governance (ES&G) by real estate asset types from 2009 to 2016. The results show that REITs focusing on less market-transparent real assets relying heavily on intensive human-based services and physical capital in property management like hotels and hospitals exhibit a poorer performance in environmental responsibility, social responsibility, and overall CSR score. We found no significant difference between the REITs in their governance responsibility with respect to the real estate asset types. We found that moderation by financial aspiration in establishing their CSR strategies varies by the types of real estate asset that REITs focus on, with the maximum positive impact on REITS with hotel holdings and negative impact on REITs with office and retail assets.

Board directors' home regions and CSR disclosure: evidence from France

PurposeThe aim of this paper is to examine the impact of directors' home regions on corporate social responsibility (CSR) disclosure. Specifically, the authors aim to determine whether Anglo-American, European, French, other European and other regional directors' presence affects CSR disclosure differently.Design/methodology/approachThis empirical study uses panel data analysis of all listed firms on the SBF 120 from 2008 to 2019. The environmental, social and governance (ESG) scores are collected from the Bloomberg database and indicate the extent of CSR information disclosure by French companies. The paper is based on a dynamic generalized method of moments panel estimator that makes it possible to control for unobservable heterogeneity and endogeneity and reduces estimation bias.FindingsThe findings of this study provide evidence that home region diversity and the presence of Anglo-Americans on a board are positively and significantly associated with ESG disclosure and environmental disclosure, whereas they are negatively associated with social and governance disclosure. Surprisingly, when directors come from European countries, they disclose less ESG and environmental information. Nevertheless, when only French directors are present, the company tends to divulge all dimensions of CSR. Indeed, while there is a significant positive influence of French directors on ESG disclosure, the presence of other European directors displays negative and statistically significant regression coefficients.Research limitations/implicationsThis study may be interesting the French policy makers who can now pay more appropriate attention to directors' nationality or region. Thus, firms should identify the foreign directors who can support their strategy with relevant experience in terms of CSR. This could help to change the opinion of some companies that consider the internalization of the board as a constraint rather than an opportunity. These results will be useful for French-listed companies in setting the criteria for the appointment of foreign directors. It may be interesting to recruit directors across European boundaries.Practical implicationsThis paper attempts to provide a better understanding of the effects of the home regions of directors on CSR disclosure in order to enlighten corporate managers whose companies operate in different cultures given that they have to deal with this aspect. In this international business environment, CEOs should increasingly consider the international CSR experience of directors to be a resource. In addition, this study may be of relevance to French market authorities, which constantly encourage firms to diversify the profiles of directors on their boards and recruit more international members.Originality/valueThis study is the first to evince that the disclosure of each CSR disclosure score differs depending on the directors' home regions. Unlike previous studies, the authors focused simultaneously on the resource-based view (RBV) and institutional theory.

Corporate liability for modern slavery

PurposeThe purpose of this paper is to provide an overview of evolving developments in international, regional and EU law including the UK and Turkish jurisdictions for the liability of corporate businesses for modern forms of exploitative labour practices described as the modern forms of slavery.Design/methodology/approachIn the first part, this paper outlines international, regional and EU instruments, UK and Turkish jurisdictions in relation to modern forms of slavery. The second part reviews legal frameworks for corporate liability for modern forms of slavery.FindingsSlavery, slavery-like practices or some other exploitative practices are prohibited by numerous international law instruments starting from 1904. Apart from old forms of defined exploitative practices, multiple relevant current exploitative practices, called contemporary or modern forms of slavery exist all over the world. Under various international or regional conventions signatory States have been held responsible for exploitative practices by the international or regional courts or supervisory bodies, yet businesses were largely overlooked as a participating partner in the global movement to eradicate modern forms of slavery. For many years, multi-national businesses have engaged with various voluntary international corporate social responsibility initiatives in response to demands to operate in a socially responsible manner. There is a growing global recognition of the role corporate businesses can and should play in tackling crime and exploitative practices. A number of initiatives at the international and EU level and the introduction of the California Transparency in Supply Chains Act, (2010 – effective from 2012), the UK Modern Slavery Act 2015, the French Act on Due Diligence of Corporations and Main Contractors 2017 (loi sur le devoir de vigilance), the Australian Commonwealth Modern Slavery Act 2018, the Dutch Child Labour Due Diligence Act 2019, (which is due to come into effect in mid-2022), reflect this recognition.Originality/valueThis paper argues that it is important for companies to use available tools, participate in joint initiatives and advocate for binding international and regional instruments and effective national legislation and action – all aimed at ending business involvement in modern forms of slavery.

Doing good by combating bad in the digital world: Institutional pressures, anti-corruption practices, and competitive implications of MNE foreign subsidiaries

This study extends nascent research on international corporate social responsibility (CSR) by positing that foreign subsidiaries of multinational enterprises (MNEs) can overcome legitimation challenges they face when operating abroad. By integrating an institutional view, research from international business, and CSR literature, we examine how host-country institutional pressures may motivate subsidiaries to respond to such pressures by avoiding corrupt acts. We analyze how strategic responses to anti-corruption can improve firm reputation and innovativeness in a rapidly digitalized world. Using a survey sample of 216 subsidiaries operating in China, we investigate our hypotheses and find supportive evidence that foreign subsidiaries are likely to engage in anti-corruption practices (ACPs) when they face strong institutional pressure. We also provide evidence that engagement in such ACPs is positively associated with enhanced firm reputation and innovativeness. The contribution of this non-market mechanism to innovativeness is strong when the digitization capability of the subsidiaries is high.

Multicultural leaders from emerging markets: transforming international acquisitions and corporate social responsibility

PurposeThe purpose of this paper is to explore the influence and advantages of leadership multiculturalism on global strategy development through cross-border mergers and acquisitions (CBA) and corporate social responsibility (CSR) from emerging market multinational companies (EMNCs) expanding into emerged markets. The key contribution of asymmetric multiculturalism is a novel finding based on inductive research. We fill a gap by further linking business leader characteristics and corporate strategic actions and examining how multicultural business leaders from emerging markets can be highly effective at CBA and CSR.Design/methodology/approachThe paper draws on in-depth interviews, observations and documentary evidence analyzed with iterative coding, construct definition and thematic development to understand how leadership multiculturalism affects CBA and CSR in an EMNC over time.FindingsThe new construct of leadership asymmetric multiculturalism describes strategic advantages accruing to leaders from developing markets who are culturally fluent in both emerging and emerged market milieus. The construct contributes to emergent research on the rise of multicultural leaders and their strategic advantages and delineates a pathway toward identifying advantages of emerging over emerged market business leaders.Research limitations/implicationsThe research addresses specific CBA and CSR strategies within one emerging market region and EMNC. Future research should further articulate and validate the key construct of asymmetric multiculturalism, further examine its sources, draw more explicit comparisons with data from emerged market leaders, and explore the applicability of these findings to strategic actions and advantages in both emerging and emerged markets.Practical implicationsEmerging market corporate leaders should identify and develop pertinent aspects of their own asymmetric multiculturalism in enacting CBA and CSR strategy with respect to EMNCs and firms from developed markets. Emerged market leaders should become more aware of and cultivate their own multiculturalism.Social implicationsAsymmetric multiculturalism can be accompanied by heightened awareness of global citizenship — including codes of ethics, environmental challenges, community outreach and fair labor practices — which, in tandem with CBA, can strengthen emerging market firms’ performance and reinforce their global stature and reputation.Originality/valueAsymmetric multiculturalism is a new explanatory construct in the sociological, economic and management disciplines. Emerging markets corporate leaders utilize their multicultural competence to accelerate global CBA and CSR activity and advance strategic opportunities for their firms. The identification of advantages deriving from emerging market leadership capabilities is an unusual finding given the more typical emphasis on the privileges of emerged market leaders and firms.