CSR as a Source of Competitive Advantage: The Case Study of Polpharma Group

Abstract

Purpose: The main purpose of this paper is to analyse the relations between CSR activities and competitive advantages. it discusses how companies undertake CSR activities and what benefits can be gained because of these activities. Methodology/approach: The paper is based on the Polpharma' s single case study. The narrative literature review was applied to build up the theoretical foundation for the empirical study. Findings: CSR activities undertaken by companies can be a source of many benefits, which may translate into gaining competitive advantages. The analysis of the case of Polpharma shows positive outcomes of undertaking CSR activities related to increase in customer trust to the company and its competitive position. Originality/value: CSR issues are a relatively popular topic of research in the field of management, but they are not often considered from the strategic point of view as presented in this article. Paper type: case study.

Role of Social and Technological Challenges in Achieving a Sustainable Competitive Advantage and Sustainable Business Performance

“…Various researchers work on the social responsibility of companies [56][57][58][59][60][61]; however, these studies misses with the roles of achieving a competitive advantage and sustainable business performance. It is found that the social responsibility of organization affects sustainable competitive advantage [62][63][64][65]. Better social responsibility achievement increases the competitive advantage of companies.…”

Effect of Corporate Social Responsibility on Business Sustainability: The Dual Mediation

“…The same results were also found in research conducted by Kang and Hustvedt (2014): CSR significantly positively affects customer trust and attitudes towards the company. Research by Cegliński and Wiśniewska (2016) and Jalilvand et al (2017) also found that CSR affects customer trust in a significantly positive manner. Referring to the findings of the research results, the following research hypothesis was built:…”

“…Many previous studies have concluded that CSR significantly affects customer trust (Cegliński & Wiśniewska, 2016;Choi & La, 2013;Jalilvand et al, 2017;Kang & Hustvedt, 2014;Swaen & Chumpitaz, 2008). In addition, it has been found that the relationship between customer trust and business sustainability is significant (Rousseau, et al, 1998;Singh & Sirdeshmukh, 2000;Upamannyu et al, 2015;Wu et al, 2010;Yu et al, 2018).…”

“…In addition to these statements, a number of studies conclude that a company's social concern for the community (often referred to as Corporate Social Responsibility or CSR) can foster customer trust and loyalty (Azmat & Ha, 2013;Choi & La, 2013;Vlachos et al, 2009). Cegliński and Wiśniewska (2016) reinforce this idea, stating that CSR activities carried out by companies can be a source of many benefits that can increase customer confidence and the company's competitive advantage. Málovics et al (2008) stated that CSR is becoming increasingly important in today's business life, especially for its contribution to business sustainability.…”

The Concept of Competitive Advantages. Logic, Sources and Durability

“…In the case of mentioned company there are two categories related with the CSR concept that are of fundamental importance -trust and firm's reputation. Generally, it is assumed that they are the result of socially responsible activities (Cegliński and Wiśniewska, 2016).…”