Corporate social responsibility: Does it really matter in the luxury context?

Abstract

Abstract The impact of CSR in the luxury sector has been less investigated than in the non‐luxury context, and the findings in the luxury context are not unidirectional. In recent years, researchers have begun exploring the link between CSR and luxury. These efforts have attempted to overcome the gap between theory and practice while also acknowledging that luxury and CSR can be considered conflicting concepts. This mixed picture underscores the need for further investigations. The current study aims to illuminate CSR in the luxury context by examining business model development and financial performance. In particular, we conducted an in‐depth longitudinal and qualitative analysis of a leading luxury company that had experienced an event that had negatively impacted CSR. Specifically, this event affected the supply chain, and the public indignation that ensued impacted the firm's financial performance. Our results revealed that in the case of a luxury organisation, CSR does not affect financial performance despite a negative event. Ultimately, the study offers insights into CSR in the luxury context by proposing a matrix to explain the various influences on a company's business model and financial performance.

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