Corporate Social Responsibility, Product Differentiation Strategy and Export Performance

Abstract

CSR, developing and emerging economies, differentiation strategy, export performance,

Corporate social responsibility in international marketing: review, assessment, and future research

“…Further applications include the role of CSR-attributions of the firm's internal stakeholders (e.g., employees) (Vlachos et al, 2010), the importance of institutionalization of a multi-stakeholder perspective during decision-making, creating a brand insurance effect (Werther and Chandler, 2005), and the impact of CSR practices toward certain groups of stakeholders on global brand equity (Torres et al, 2012). Drawing on institutional theory, which is based on the premise that "institutions are the structures and activities that provide stability and meaning to social behavior" (Bansal and Bogner, 2002: 276), the institutional environment of developing countries (as opposed to that of developed nations) has been considered as determining legitimacy of societal marketing programs (Zeng et al, 2013); prescribing the differentiation strategies in foreign markets, one of which is CSR-differentiation strategy (Boehe and Cruz, 2010); acting as a driver for the adoption of CSR disclosure practices (Nikolaeva and Bicho, 2011); and focusing on the role of institutions in shaping the CSR communications of local and global companies (Tang and Li, 2009). Overall, the institutional approach to CSR development and implementation emphasizes the benefits accrued when social legitimacy is obtained in a given institutional environment (Campbell et al, 2012).…”

“…This theory was particularly used to examine the potential of CSR as a resource, exhibiting inimitability characteristics in foreign markets in terms of enhancing reputation and brand image for the firm (Boehe and Cruz, 2010), the effect of continuous innovation and stakeholder integration resources on the development of social strategy in foreign markets (Husted and Allen, 2007), the impact of CSR (as a moderator) on the strength of marketing capabilities on financial performance (Kemper et al, 2013), and the role of CSR in building brand image (Popoli, 2011).…”

“…In the case of promotion, the emphasis was on: sustaining the consumers' level of awareness and enhancing corporate image and consumer preferences for CSR-minded companies (Singh et al, 2008); finding appropriate communication channels and messages for achieving success in CSR communications (Du et al, 2010); building socially responsible global brands in different cultures, economies, and political landscapes (Becker-Olsen et al, 2011); and using public relations to manage stakeholders effectively in diverse country settings (Lotila, 2010). Research on product covered issues such as: how CSR attributes contribute to product differentiation (Boehe and Cruz, 2010); information conveyed in terms of CSR-labeled products in a retail context across countries, product categories and types of brands (Carrero and Valor, 2012); and social product features, such as fair labor practices, animal rights and new product development, and environmental concerns in products (Auger et al, 2010). Research on distribution channels covered a wide range of topics, namely: determining CSR-related investments in relationships with foreign suppliers within contexts where stakeholder orientation is high (Foreman, 2011); incorporating environmental concerns as non-economic criteria for socially responsible distributorship buying (Maignan and McAlister, 2003); and building competitive sustainable global value chains that take into account bargaining power among their upstream and downstream members (Cruz and Boehe, 2008).…”

Cruise Line Product Differentiation Practice: A Cluster Analysis Approach

“…Further, product differentiation allows for companies to charge above average prices (Holcombe, 2009). Product differentiation is not only important to compete with current competition, but it also creates barriers to entry, customer loyalty, and lack of ability to imitate (Boehe and Cruz, 2010). It relates to differentiating the company's overall image, and increased quality, where quality has to do with the distinct combination of numerous product characteristics (Boehe and Cruz, 2010).…”

“…8, No. 13;2013 tons-The Oasis of the Seas-Royal Caribbean), and some are very small (99 tons-Grande Caribe-Seabourn line). Most are in the great middle.…”