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When do firms implement corporate social responsibility? A study of the Spanish construction and real-estate sector

Published online by Cambridge University Press:  28 November 2013

Jesus Cambra-Fierro ,
Alan Wilson ,
Yolanda Polo-Redondo ,
Ana Fuster-Mur  and
Maria Eugenia Lopez-Perez
Jesus Cambra-Fierro*
Affiliation:
Head of the Marketing Department, University Pablo de Olavide, Ctra. de Utrera, km. 1. 41013-Sevilla, Spain
*
Corresponding author: [email protected]
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Abstract

The purpose of this paper is to examine firms’ adoption of corporate social responsibility activities and the efficacy of such activities in specific contexts and industries. This paper analyses the specific context of the Spanish construction and real-estate industry. By using a longitudinal multi-case approach, the study suggests links between market orientation and corporate social responsibility. The research also identifies two profiles of firms. The first group, which is proactive (e.g., market oriented), demonstrate altruistic concerns about consumers and corporate social responsibility; for the second, which is more reactive, their concerns about corporate social responsibility are more opportunistic and aimed at attracting additional customers or responding to competitive pressures.

Keywords

corporate social responsibility (CSR)market orientationcustomermarketlongitudinal multi-case studySpain
Type
Research Article
Information
Journal of Management & Organization , Volume 19 , Issue 2 , March 2013 , pp. 150 - 166
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2013 

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