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International Journal of Social Sciences & Economic Environment

OPERATIONALIZATION OF CORPORATE SOCIAL RESPONSIBILITY IN MULTI NATIONAL ENTERPRISES

*Dr. Ravi Kumar Goriparthi, **M.Ali Hussain

*Assistant Professor, Institute Of Public Management And Development Studies, Department Of Public Management , Ethiopian Civil Services University, Addis Ababa, Ethiopia. Mobile: Ethiopia, **Associate Professor, Institute Of Public Management And Development Studies, Department Of Public Management , Ethiopian Civil Services University, Addis Ababa, Ethiopia

DOI : https://doi.org/10.53882/IJSSEE.2017.0201004 Page No : 34-52

Published Online : 2017-06-30

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ABSTRACT

To improve competitive advantages, reputation, customer relations and to improve financial and nonfinancial performance in the long term firms today engage Corporate Social Responsibility (CSR) with a strategic intent. This paper is studied on multi-national enterprises (MNE’s) in India and the focus of this paper is on the operationalization of firm specific external and internal strategic orientation, these orientations via the lens of the Market Orientation theory by using qualitative and quantitative research. It is found that Internal Orientation-the degree of strategic orientation, the timing and design of CSR communication, and Firm Performance displayed significant positive relationships with CSR. In summary, this paper aid practitioner to execute the CSR practices in order to gain from it; investors and market analysts’ ability to assess firm level CSR efforts.

Keywords: CSR; External Orientation; Internal Orientation; Strategic Intent; Firm

References:

Adams, R. B., Licht, A. N., &Sagiv, L. (2011). Shareholders and stakeholders: How do directors decide? Strategic Management Journal, 32(12), 1331-1355.
Balzarova, M., &Castka, P. (2012). Stakeholders’ Influence and Contribution to Social Standards Development: The Case of Multiple Stakeholder Approach to ISO 26000 Development. Journal of Business Ethics, 1-15.
Bondy, K., Moon, J., &Matten, D. (2012). An Institution of Corporate Social Responsibility
(CSR) in Multi-National Corporations (MNCs): Form and Implications. Journal of Business Ethics, 1-19.
Carroll, A. B., &Shabana, K. M. (2010). The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Reviews, 12(1), 85-105.
DeTienne, K., Agle, B., Phillips, J., &Ingerson, M.-C. (2012). The Impact of Moral Stress Compared to Other Stressors on Employee Fatigue, Job Satisfaction, and Turnover: An Empirical Investigation. Journal of Business Ethics, 1-15.
Gadenne, D., Kennedy, J., &McKeiver, C. (2009). An Empirical Study of Environmental Awareness and Practices in SMEs. Journal of Business Ethics, 84(1), 45-63.
Hofstede, G. (2010). Cultural Dimensions. Retrieved 14 September 2010, 2010, from http://www.geert-hofstede.com/
Hull, C. E. (2011). Associate Professor at E. Philip Saunders College of Business. In B. U. Lars Isaksson, Australia. (Ed.).
Jakobson, U. (2012). The Downside with Institutional Control Ownership. Retrieved from http://www.svensktnaringsliv.se/multimedia/archive/00008/Advantage_Sweden_8650 a.pdf James-Hardy. (2008). Asbestos victims compensation from http://www.newcastle.nsw.gov.au/__data/assets/pdf_file/0017/12563/Corporate_Services_Report_Item_7_Appendix_A.pdf
Kolk, A., &Pinkse, J. (2010). The integration of corporate governance in corporate social responsibility disclosures. Corporate Social Responsibility and Environmental Management, 17(1), 15-26.
KPMG. (2011). KPMG International Survey of Corporate Responsibility Reporting 2011. KPMG, 1(1).
Leire, C., & Mont, O. (2010). The implementation of socially responsible purchasing. Corporate Social Responsibility and Environmental Management, 17(1), 27-39.
Lev, B., Petrovits, C., &Radhakrishnan, S. (2011). Is doing good good for you? How corporate charitable contributions enhance revenue growth. Strategic Management
Journal, 31(2), 182-200.
Maon, F., Lindgreen, A., &Swaen, V. (2010). Organizational Stages and Cultural Phases: A Critical Review and a Consolidative Model of Corporate Social Responsibility Development. International Journal of Management Reviews, 12(1), 20-38.
Mulyanegara, R. C. (2010). Market orientation and brand orientation from customer perspective an empirical examination in the non-profit sector.(Report). InternationalJournal of Business and Management, 5(7), 14(10).
Noland, J., & Phillips, R. (2010). Stakeholder Engagement, Discourse Ethics and Strategic Management. International Journal of Management Reviews, 12(1), 39-49.
Olson, E. (2008). Creating an enterprise-level “green” strategy. Journal of Business Strategy, 29(2), 22-30.
Ramchander, S., Schwebach, R. G., & Staking, K. I. M. (2012). The informational relevance of corporate social responsibility: evidence from DS400 index reconstitutions. Strategic Management Journal, 33(3), 303-314.
Sarkis, J., Helms, M. M., &Hervani, A. A. (2010). Reverse logistics and social sustainability. Corporate Social Responsibility and Environmental Management, 9999(9999), n/a.
Siegel, D. S., &Vitaliano, D. F. (2007). An Empirical Analysis of the Strategic Use of Corporate Social Responsibility. Journal of Economics & Management Strategy, 16(3), 773(720).
Simpson, &Kohers, T. (2002). The Link Between Corporate Social and Financial Tomášková, E., &Kopfová, A. (2010). Influence of Strategic Management on Market Orientation. [Article]. Economics & Management, 814-819.
Varadarajan, P. R., &Menon, A. (1988). Cause-Related Marketing - a Coalignment of Marketing Strategy and Corporate Philanthropy. [Article]. Journal of Marketing, 52(3), 58-74.
Walls, J. L., Berrone, P., &Phan, P. H. (2012). Corporate governance and environmental performance: is there really a link? Strategic Management Journal, n/a-n/a.
Wood, D. J. (2010). Measuring Corporate Social Performance: A Review. InternationalJournal of Management Reviews, 12(1), 50-84.
Yale-University. (2009). from http://epi.yale.edu/Countries
Ziek, P. (2009). Making sense of CSR communication. Corporate Social Responsibility and Environmental Management, 16(3), 137-145.
Zlatevska, N. (2009). (Personal interview the 16th December 2009. ed.).

Cite This Article as: Ravi K.G, & Hussain M.A, “Operationalization Of Corporate Social Responsibility In Multi National Enterprises”, International Journal of Social Sciences & Economic Environment, Vol. 2, Issue 1, Jan-Jun, 2017, pp34-52, DOI: https://doi.org/10.53882/IJSSEE.2017.0201004

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References:

Adams, R. B., Licht, A. N., &Sagiv, L. (2011). Shareholders and stakeholders: How do directors decide? Strategic Management Journal, 32(12), 1331-1355.
Balzarova, M., &Castka, P. (2012). Stakeholders’ Influence and Contribution to Social Standards Development: The Case of Multiple Stakeholder Approach to ISO 26000 Development. Journal of Business Ethics, 1-15.
Bondy, K., Moon, J., &Matten, D. (2012). An Institution of Corporate Social Responsibility
(CSR) in Multi-National Corporations (MNCs): Form and Implications. Journal of Business Ethics, 1-19.
Carroll, A. B., &Shabana, K. M. (2010). The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Reviews, 12(1), 85-105.
DeTienne, K., Agle, B., Phillips, J., &Ingerson, M.-C. (2012). The Impact of Moral Stress Compared to Other Stressors on Employee Fatigue, Job Satisfaction, and Turnover: An Empirical Investigation. Journal of Business Ethics, 1-15.
Gadenne, D., Kennedy, J., &McKeiver, C. (2009). An Empirical Study of Environmental Awareness and Practices in SMEs. Journal of Business Ethics, 84(1), 45-63.
Hofstede, G. (2010). Cultural Dimensions. Retrieved 14 September 2010, 2010, from http://www.geert-hofstede.com/
Hull, C. E. (2011). Associate Professor at E. Philip Saunders College of Business. In B. U. Lars Isaksson, Australia. (Ed.).
Jakobson, U. (2012). The Downside with Institutional Control Ownership. Retrieved from http://www.svensktnaringsliv.se/multimedia/archive/00008/Advantage_Sweden_8650 a.pdf James-Hardy. (2008). Asbestos victims compensation from http://www.newcastle.nsw.gov.au/__data/assets/pdf_file/0017/12563/Corporate_Services_Report_Item_7_Appendix_A.pdf
Kolk, A., &Pinkse, J. (2010). The integration of corporate governance in corporate social responsibility disclosures. Corporate Social Responsibility and Environmental Management, 17(1), 15-26.
KPMG. (2011). KPMG International Survey of Corporate Responsibility Reporting 2011. KPMG, 1(1).
Leire, C., & Mont, O. (2010). The implementation of socially responsible purchasing. Corporate Social Responsibility and Environmental Management, 17(1), 27-39.
Lev, B., Petrovits, C., &Radhakrishnan, S. (2011). Is doing good good for you? How corporate charitable contributions enhance revenue growth. Strategic Management
Journal, 31(2), 182-200.
Maon, F., Lindgreen, A., &Swaen, V. (2010). Organizational Stages and Cultural Phases: A Critical Review and a Consolidative Model of Corporate Social Responsibility Development. International Journal of Management Reviews, 12(1), 20-38.
Mulyanegara, R. C. (2010). Market orientation and brand orientation from customer perspective an empirical examination in the non-profit sector.(Report). InternationalJournal of Business and Management, 5(7), 14(10).
Noland, J., & Phillips, R. (2010). Stakeholder Engagement, Discourse Ethics and Strategic Management. International Journal of Management Reviews, 12(1), 39-49.
Olson, E. (2008). Creating an enterprise-level “green” strategy. Journal of Business Strategy, 29(2), 22-30.
Ramchander, S., Schwebach, R. G., & Staking, K. I. M. (2012). The informational relevance of corporate social responsibility: evidence from DS400 index reconstitutions. Strategic Management Journal, 33(3), 303-314.
Sarkis, J., Helms, M. M., &Hervani, A. A. (2010). Reverse logistics and social sustainability. Corporate Social Responsibility and Environmental Management, 9999(9999), n/a.
Siegel, D. S., &Vitaliano, D. F. (2007). An Empirical Analysis of the Strategic Use of Corporate Social Responsibility. Journal of Economics & Management Strategy, 16(3), 773(720).
Simpson, &Kohers, T. (2002). The Link Between Corporate Social and Financial Tomášková, E., &Kopfová, A. (2010). Influence of Strategic Management on Market Orientation. [Article]. Economics & Management, 814-819.
Varadarajan, P. R., &Menon, A. (1988). Cause-Related Marketing - a Coalignment of Marketing Strategy and Corporate Philanthropy. [Article]. Journal of Marketing, 52(3), 58-74.
Walls, J. L., Berrone, P., &Phan, P. H. (2012). Corporate governance and environmental performance: is there really a link? Strategic Management Journal, n/a-n/a.
Wood, D. J. (2010). Measuring Corporate Social Performance: A Review. InternationalJournal of Management Reviews, 12(1), 50-84.
Yale-University. (2009). from http://epi.yale.edu/Countries
Ziek, P. (2009). Making sense of CSR communication. Corporate Social Responsibility and Environmental Management, 16(3), 137-145.
Zlatevska, N. (2009). (Personal interview the 16th December 2009. ed.).

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