The multi-criteria analysis of corporate social responsibility: a comparative study of Russia, Bulgaria and Serbia

Abstract

Cross-cultural research on corporate social responsibility (CSR) dealing with specific stakeholder groups is fairly rare in the existing literature. The aim of this research is to investigate the level of recognition of CSR in companies by employees working in micro/small, medium-sized and large companies. The research is based on the survey conducted in Bulgaria, Russia and Serbia with the employees' attitudes obtained via a structured questionnaire. A similar socio-historical background of the three countries and different levels of accomplished socio-economic development at present is taken into account. A proposed ranking methodology was based on the multi-criteria decision analysis approach, observed through five studied dimensions: environmental, social, economic, stakeholder and voluntariness. The ranking was carried out using the integrated Entropy-PROMETHEE-GAIA method, where the Entropy method was used for determining the weights of the criteria, whereas PROMETHEE-GAIA was used for final ranking. The obtained results were analyzed from the multi-cultural point of view and show more significant differences in the attitudes of employees from different countries, rather than when the size of a company is taken into consideration.

Model Evaluasi Kinerja Tanggung Jawab Sosial Lingkungan Perusahaan di Kota Bogor

“…Pada studi-studi sebelumnya, PROMETHEE sebagai bagian dari model pengambilan keputusan multi kriteria (multi-criteria decision making/ MCDM) telah dilakukan seperti penentuan peringkat proposal perusahaan start-up dalam sebuah kompetisi ide bisnis dengan enam kriteria [5]. PROMETHEE juga digunakan untuk melakukan peringkat persepsi karyawan dari kategori perusahaan kecil, menengah, dan besar tentang dimensi TJSLP di tiga negara yaitu Bulgaris, Rusia, dan Serbia [6].…”

“…Selanjutnya ketiga matriks preferensi di atas diagregasi dengan persamaan (3), sehingga menghasilkan matriks tunggal yang nilainya merupakan masukan untuk mendapatkan nilai nilai selisih aliran F(Ai). Dapat dilihat pada Tabel 8, hasil pengolahan menggunakan persamaan (5) dan (6).…”

The strategic intersection of HR and CSR: CSR motive and millennial joining intention

“…The different context stakeholders are embedded in promotes the different CSR perceptions they may have (Stojanović et al, 2021), because CSR could be conceptually indistinguishable, or intertwined with other related notions such as corporate citizenship, corporate community involvement, corporate sustainability, stakeholder management, and business ethics (Waples & Brachle, 2020). In addition, globalization, the increase in social activism, required transparency and expectation of corporate citizenship from firms (Turner et al, 2019), have made information about organizations' CSR activities available to the socially aware and informed public.…”

“…Additionally, other studies can consider examining the direct, indirect, or interacting impact of a company's size, profit, or cash flow on the relationship between CSR, CSR motive perception, and joining intention. This is because although firm size/financial capability is important for CSR, size or lack of resources should not be used as an excuse for not engaging in organizational CSR; especially in the case of developing nations where there are many small and medium organizations that have substantial impact on national and local economic development Stojanović et al, 2021).…”

“…Although CSR initiative is a strategic tool that organizations can wield in portraying themselves to the millennials as an employer of choice (Ouyang, Zhang, & Hu, 2020), mixed signals can be received by stakeholders, since contextual differences may affect how organizations' CSR initiatives are perceived and how other CSR-related decisions are affected (Alonso-Almeida & Llach, 2019). Different contextual factors such as resource availability, social, or economic influences may challenge or enhance CSR motives and stakeholders' perceptions (Stojanović, Mihajlović, Safronova, Kunev, & Schulte, 2021). Moreover, most CSR-related studies are predominantly conducted in Western contexts and through perspectives that may be inappropriate to explain or fully comprehend the case in developing economies (Ghosh, 2017).…”