Relationship Between Corporate Citizenship Behavior and Competitive Advantage

Abstract

With the managing transitions and socialtransformation, enterprises concern about the nonmarketenvironment and take active steps to adapt to external politicaland social environment. As a nonmarket act, corporatecitizenship behavior refers to the empirical analysis in thispaper. On the other hand, based on to explain "corporatecitizenship behavior - strategic adaptation - competitiveadvantage", we can see that strategic adaptation is theintermediary of both mechanisms. The bridge corporatecitizenship behavior has the different intermediary role fromthe buffer corporate citizenship behavior, which provides atheoretical and empirical support for the rational use ofcorporate citizenship.