THE DRIVERS OF BUILDING A CSR IMAGE: THE MEDIATING ROLE OF STAKEHOLDER ENGAGEMENT, MANAGEMENT, AND ETHICS
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 6, Issue 2
Abstract
CSR has emerged as a growing concept in the field of business and is said to play a crucial role in increasing a firm’s social and financial performance. This research investigates how companies can develop a CSR image that appeals to their stakeholders. But what tools can be used to create an improved image? The authors of this paper propose image theory to identify drivers to develop companies’ CSR image in the marketplace. The paper identifies and presents three key drivers’ of getting involved in developing a CSR image of companies. The key drivers identified are stakeholder engagement, the role of management, and a feeling of ethical responsibility in the corporate culture. The paper uses a comprehensive literature review method on the central drivers identified in the paper to develop a conceptual framework, which can guide companies to build up a strong CSR framework. Key informant interviews were undertaken with CSR managers of Pakistani State Oil were interviewed regarding their understanding of the application of the proposed framework. The authors conclude that the proposed conceptual framework might provide opportunities for the Pakistani companies in general and PSO in particular to develop a strong image.
Authors and Affiliations
Dr. Mushtaque Ali Jariko| PhD, Aalborg University, Denmark and Assistant professor, IBA, University of Sindh, Pakistan, Tom Børsen| Associate professor, Aalborg University, Denmark, Ashique Ali Jhatial| Professor, Institute of Commerce, University of Sindh, Jamshoro, Pakistan, Dr Muhammad Nawaz| M.Com (UOS) PAK, PhD (ARU) UK Lecturer (Commerce) Sindh University Laar Campus, Badin, Sindh. Pakistan, Tania Mushtaque| PhD scholar, Roskilde University, Denmark & Lecturer, IICT, University of Sindh, Pakistan
Keywords
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