Suchergebnisse

Purpose
Drawing on both social identity theory and signalling theory, this paper aims to theorize and empirically examine a moderated mediation model that investigates the underlying mechanism through which perception of Corporate social responsibility (CSR) influence employee affective commitment (AC) (micro-CSR) in case of companies that are among the highest spenders on CSR initiatives targeted at external stakeholders (macro-CSR).


Design/methodology/approach
The hypotheses were tested on 444 employees of top five banking and four information technology Indian companies. Partial least squares structural equation modelling was used to test the measurement model, whereas moderated mediation analysis was done through Hayes PROCESS Macro (v.4).


Findings
Findings suggest that employees develop a positive attitudinal disposition towards organisations CSR activities even when targeted only at external stakeholders. The research findings support advancement of CSR literature by suggesting that expenditure on CSR initiatives of business sends strong signals to employees of the care and empathy it has for stakeholders and due to prestige, that comes along with it, their self-concept gets accentuated. Lack of influence of employee volunteering (EV) on CSR outcomes highlights the need of integration of CSR initiatives with CSR strategy and human resource policies.


Originality/value
Results indicate that perception about CSR is directly related to AC, but its influence improves if it is routed through perceived organisational support and organisational trust in that order. Furthermore, the serial mediation of the model is not moderated by EV.

Researchers world over are increasingly realising that use of a theoretical framework is necessary for designing and conducting research on corporate-community relations. There are no empirical studies in India, to the best of our knowledge, which look at Corporate Social Responsibility (CSR) initiatives of a corporate in local community through theoretical lens. The research questions we examine through this study are – firstly, how institutional pressure at the level of local community drives CSR practices of a company and secondly, to assess how community has perceived these CSR initiatives. To answer the same, the researchers studied CSR practices of Cairn India in Barmer region of Rajasthan as a single case within the theoretical framework provided by the institutional theory. This empirical study, based on interviews with employees and NGO partners of Cairn and perceptual study in the community, offers an on-the-ground glimpse of how the company is implementing CSR initiatives and associated challenges it is facing. The findings testify that managing local community expectations has certainly helped Cairn India to integrate community expectations into its CSR strategy. The study brings to light the fact Government and NGOs are important drivers of CSR at the local community level in developing countries like India.

This study aims to investigate the relationship among the various institutional pressures, corporate social responsibility, legitimacy, and reputation in the context of Indian corporates. It also provides an in-depth industry-wise analysis for the said relationship. BSE 500 listed companies form the population for this pan-India primary research. PLS-SEM is the statistical technique adopted to examine the relationship between research constructs. The overall industry analysis established a positive association between all six institutional pressures and CSR activities, but the comprehensive multigroup industrial analysis revealed that kind of institutional pressures that are important to corporates vary across industries. Multi-group analysis points out that—local communities, peers, and media are statistically significant for high as well as low impact industries. But government and NGOs are not statistically significant pressure groups for low impact industries. However, industry associations are not important as a pressure group for both high impact as well as low impact industries. Furthermore, legitimacy is seen to fully mediate the relationship between CSR and reputation for the national level survey.

PurposeIndia has recently entered mandatory corporate social responsibility (CSR) spend era. It is important to unravel the pressures of CSR implementation in the Indian context to understand how a better fit between business strategy and CSR spend can be achieved. This study aims to validate a model that integrates pressures, CSR implementation and financial performance through reputation within the institutional theory framework.Design/methodology/approachIt is based on a questionnaire survey of 162 top-level and middle-level CSR managers in India and semi-structured interviews with eight top-level executives.FindingsThe study concludes that local community, government, peers and media are important institutional pressures of CSR implementation in India. Reputation partially mediates the relationship between CSR implementation and financial performance.Practical implicationsThe study findings can help managers to know which stakeholders (government, media, peers and local community) are exerting statistically significant institutional pressures and how CSR initiatives be designed to cater to their requirements. Though CSR spend is mandatory in India, a strategic orientation towards it would enable the firms to derive value for the stakeholders associated with the business.Originality/valueRelationship between pressures of CSR and CSR implementation has not yet been explored in the Indian context. Such a relationship tells us why is CSR taken up and influence of which of the pressure groups is considered important while implementing CSR. The study will help to understand the relationship between CSR–reputation–financial performance as perceived by Indian managers and to assess whether they perceive corporate reputation building as one of the most important outcomes of CSR.

Researchers world over are increasingly realising that use of a theoretical framework is necessary for designing and conducting research on corporate-community relations. There are no empirical studies in India, to the best of our knowledge, which look at Corporate Social Responsibility (CSR) initiatives of a corporate in local community through theoretical lens. The research questions we examine through this study are – firstly, how institutional pressure at the level of local community drives CSR practices of a company and secondly, to assess how community has perceived these CSR initiatives. To answer the same, the researchers studied CSR practices of Cairn India in Barmer region of Rajasthan as a single case within the theoretical framework provided by the institutional theory. This empirical study, based on interviews with employees and NGO partners of Cairn and perceptual study in the community, offers an on-the-ground glimpse of how the company is implementing CSR initiatives and associated challenges it is facing. The findings testify that managing local community expectations has certainly helped Cairn India to integrate community expectations into its CSR strategy. The study brings to light the fact Government and NGOs are important drivers of CSR at the local community level in developing countries like India.