Is Corporate Social Responsibility a Commercial Concern? Evidence from a Multi-Case Study pp. 95-110
Authors: (Jesús J. Cambra, Elena Fraj, Iguácel Melero, Mª Eugenia López-Pérez, University of Pablo Olavide, Sevilla, Spain, and others)
Abstract: Companies today face increasingly more complex and dynamic contexts where obtaining and maintaining some competitive advantage is certainly costly and complicated. This leads management to become aware of the consequences, either positive or negative, that their activity generates for society, since the company‘s global image will largely depend on those repercussions. Therefore, concepts such as Corporate Social Responsibility (CSR) become relevant elements for business management.
Taking such ideas as a reference, the present work intends to identify i) the drivers for the implementation of CSR practices, and ii) to assess the implications derived from the whole process. Accordingly, it is set out an empirical study that analyses the reality of nine (9) companies from different sectors. The information was obtained through semi-structured interviews with the managers of the companies and data were analysed by QSRNVivo software. The interviews were held between May 2006 and March 2007, and the conclusions were confirmed early in 2010, thus including a longitudinal cut in the study.
The literature revised revealed that one the major drivers for companies is the managers‘ attitude –proactive or reactive– towards these issues.