Implementation of Corporate Social Responsibility Strategy to Enhance Firm Reputation and Competitive Advantage

IF 4.4 1区 管理学 Q2 BUSINESS
N. Mai, A. Nguyen, Thanh Nguyen
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引用次数: 18

Abstract

Corporate social responsibility (CSR) is an important strategy for firms to gain a positive reputation. This study aims to identify the mediating role of firm reputation on the relationships of CSR dimensions (economic, legal, ethical, philanthropic and environmental) and competitive advantage, and how a firm directly gains competitive advantage through CSR implementation. Data were collected by surveying 869 managers, as representatives of small and medium enterprises, and large enterprises, in the trade and service, real estate and manufacturing sectors in Vietnam. Then, SmartPLS 3.0 software and the partial least squares structural equation modelling method were used to process the data and test the hypotheses. The empirical results are impactful and enhance the existing literature on strategic management. The results show that implementing environmental, ethical, philanthropic and legal CSR activities contribute positively to increase the firm reputation and thus generating competitive advantage. The findings indicate that the implementation of economic CSR activities does not enable firms to gain a reputation. In contrast, active involvement in environmental CSR activities results in building firm reputation, thereby creating a source of competitive advantage for firms. The study provides guidelines for top-level management to adjust their CSR strategies more effectively to improve reputation and competitive advantage.
实施企业社会责任战略提升企业声誉和竞争优势
企业社会责任(CSR)是企业获得良好声誉的重要策略。本研究旨在确定企业声誉在企业社会责任维度(经济、法律、伦理、慈善和环境)与竞争优势之间的中介作用,以及企业如何通过实施企业社会责任直接获得竞争优势。数据是通过调查869名管理人员收集的,这些管理人员代表了越南贸易和服务业、房地产和制造业的中小型企业和大型企业。然后,采用SmartPLS 3.0软件和偏最小二乘结构方程建模方法对数据进行处理和假设检验。本文的实证结果具有一定的影响力,并对现有的战略管理文献有一定的完善作用。结果表明,实施环境、道德、慈善和法律的企业社会责任活动有助于提高企业声誉,从而产生竞争优势。研究结果表明,经济企业社会责任活动的实施并不能使企业获得声誉。相反,积极参与环境企业社会责任活动可以建立企业声誉,从而为企业创造竞争优势。该研究为高层管理人员更有效地调整企业社会责任战略以提高企业声誉和竞争优势提供了指导。
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来源期刊
CiteScore
11.30
自引率
2.70%
发文量
33
审稿时长
12 weeks
期刊介绍: The Journal of Competitiveness, a scientific periodical published by the Faculty of Management and Economics of Tomas Bata University in Zlín in collaboration with publishing partners, presents the findings of basic and applied economic research conducted by both domestic and international scholars in the English language. Focusing on economics, finance, and management, the Journal of Competitiveness is dedicated to publishing original scientific articles. Published four times a year in both print and electronic formats, the journal follows a rigorous peer-review process with each contribution reviewed by two independent reviewers. Only scientific articles are considered for publication, while other types of papers such as informative articles, editorial materials, corrections, abstracts, or résumés are not included.
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