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The Next Wave of Corporate Community Involvement: Corporate Social Initiatives
Abstract
The practice of corporate philanthropy has evolved significantly over the past several decades and has now become an integral part of corporate strategy. This article identifies an emerging form of corporate community involvement called Corporate Social Initiatives (CSI). These programs differ from their predecessors in that they are connected to the firm's core values, responsive to moral pressures, based on the firm's core competencies, and have clear objectives and means of measurement. Firms are adopting these initiatives as a part of a strategy that seeks competitive advantage through reputation assets or as a response to perceived pressures from the moral marketplace. This article explicates the drivers behind the increased interest in CSI, relates CSI to changes in the environment of social expectations for business, reviews potential challenges to CSI programs, and suggests critical factors in the design of successful CSI programs.
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Citations
Cites
The resource-based theory of competitive advantage: Implications for strategy formulation
Grant, R. M. (1991) · California Management Review · doi:10.2307/41166664 · Cited by 9,699
Cited by
Godfrey, P. C. (2005) · Academy of Management Review · doi:10.5465/amr.2005.18378878 · Cited by 2,839
Doing better at doing good: When, why, and how consumers respond to corporate social initiatives
Bhattacharya, C. B., & Sen, S. (2004) · California Management Review · doi:10.2307/41166284 · Cited by 2,320
The Relationship between Perceptions of Corporate Citizenship and Organizational Commitment
Peterson, D. K. (2004) · Business & Society · doi:10.1177/0007650304268065 · Cited by 781
Delmas, M. A., & Pekovic, S. (2013) · Journal of Organizational Behavior · doi:10.1002/job.1827 · Cited by 341
Generating global brand equity through corporate social responsibility to key stakeholders
Torres, A., Bijmolt, T. H. A., Tribó, J. A., & Verhoef, P. (2012) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2011.10.002 · Cited by 323
Metadata
- Authors
- Hess, D., Rogovsky, N., & Dunfee, T. W.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2002-01
- Volume
- 44
- Issue
- 2
- Pages
- 110-125
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2001155783
- Cited by
- 442
- References
- 1
- FWCI
- 32.50
- Type
- journal article
- Language
- en
- Open access
- closed
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