Strengthening Stakeholder-Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives

16 Pages Posted: 1 Oct 2013

See all articles by CB Bhattacharya

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Daniel Korschun

Boston University

Sankar Sen

City University of New York - Allen G. Aaronson Department of Marketing & International Business

Date Written: 2009

Abstract

Corporate social responsibility (CSR) continues to gain attention atop the corporate agenda and is by now an important component of the dialogue between companies and their stakeholders. Nevertheless, there is still little guidance as to how companies can implement CSR activity in order to maximize returns to CSR investment. Theorists have identified many company-favoring outcomes of CSR; yet there is a dearth of research on the psychological mechanisms that drive stakeholder responses to CSR activity. Borrowing from the literatures on means-end chains and relationship marketing, we propose a conceptual model that explains how CSR provides individual stakeholders with numerous benefits (functional, psychosocial, and values) and how the type and extent to which a stakeholder derives these benefits from CSR initiatives influences the quality of the relationship between the stakeholder and the company. The paper discusses the implications of these insights and highlights a number of areas for future research.

Keywords: corporate citizenship, corporate social responsibility, relationship marketing, stakeholder management

Suggested Citation

Bhattacharya, Chitrabhanu and Korschun, Daniel and Sen, Sankar, Strengthening Stakeholder-Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives (2009). Journal of Business Ethics, Vol. 85, 2009. Available at SSRN: https://ssrn.com/abstract=2333439

Chitrabhanu Bhattacharya (Contact Author)

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

Daniel Korschun

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States

Sankar Sen

City University of New York - Allen G. Aaronson Department of Marketing & International Business ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
147
Abstract Views
1,028
rank
206,094
PlumX Metrics