Achieving legitimacy through corporate social responsibility: The case of emerging economy firms

Qinqin Zheng, Yadong Luo, Vladislav Maksimov

Research output: Contribution to journalArticle

49 Scopus citations

Abstract

To manage stakeholder CSR pressures, firms from emerging economies can employ two legitimation strategies simultaneously - compliance and strategic adaptation. Compliance is useful in responding to explicitly expressed demands for CSR, while strategic adaptation is useful when a specific form of CSR is seen as most instrumental in drawing positive responses from a particular stakeholder group. We analyze the adoption of two extreme CSR forms - philanthropy and sustainability. In a sample of 288 firms from China, we demonstrate that firms adopt both CSR forms, but emphasize philanthropy when seeking legitimacy with outsider stakeholders and sustainability with insider stakeholders.

Original languageEnglish (US)
Pages (from-to)389-403
Number of pages15
JournalJournal of World Business
Volume50
Issue number3
DOIs
StatePublished - Jul 1 2015

Keywords

  • CSR
  • Legitimacy
  • Philanthropy
  • Stakeholder pressures
  • Sustainability

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Finance

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