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Corporate social responsibility: engaging the community

Linda Deigh · Jillian Dawes Farquhar · Maria Palazzo · Alfonso Siano

78 citations0/0 files storedQualitative Market Research An International Journal

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Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability Service-Learning and Community Engagement

Abstract

Purpose This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of the firm, but in spite of its status in networks it has not been the focus of research. Drawing on community theory and Carroll’s pyramid for the foundation of this study, the authors undertake an empirical investigation to advance knowledge in CSR engagement with a particular stakeholder group. Design/methodology/approach To generate an in-depth insight, the study adopts a multiple case study approach involving the purposeful selection of three retail banks in Ghana as units of analysis. It draws on multiple data sources to strengthen its findings. Findings The study finds that community engagement consists of four spheres of activity: donations, employee voluntarism, projects and partnerships. Philanthropy forms part of largelyad hocCSR actions by firms. The study also finds that philanthropy is not merely a desired function of the CSR pyramid but an essential one. Practical implications This research imparts increased understanding of how firms engage with an important but frequently overlooked stakeholder group – community. Originality/value This study presents specific theoretical extensions to CSR through its identification of four core activities of community engagement.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 2010Strategic management a stakeholder approach 2007Theory Building From Cases: Opportunities And Challenges 2014Constructing grounded theory 1998Social Capital, Intellectual Capital, and the Organizational Advantage 1979A Three-Dimensional Conceptual Model of Corporate Performance 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 1995A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance

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2021Marketing bank services to financially vulnerable customers: evidence from an emerging economy 2022Barriers to institutional social sustainability 2020Cultural organizations, digital Corporate Social Responsibility and stakeholder engagement in virtual museums: a multiple case study. How digitization is influencing the attitude toward CSR 2019Drivers for Sustainable Business Models in Start-Ups: Multiple Case Studies 2020Towards a holistic view of corporate social responsibility. The antecedent role of information asymmetry and cognitive distance

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