Corporate Social Strategy in Multinational Enterprises: Antecedents and Value Creation

In this article, we examine the relationship of the multinational firm’s market environment, stakeholders, resources, and values to the development of strategic social planning and strategic social positioning. Using a sample of multinational enterprises in Mexico, we examine the relationship of these different ways of conducting social strategy to the creation of value by the firm. The market conditions of munificence and dynamism, and the resource for continuous innovation are found to be related to strategic social positioning. The social responsibility orientation of the firm is related to strategic social planning. Positioning is related to value creation for the multinational firm, but planning is not. We discuss the implications of these findings for research and practice. Bryan W. Husted is a professor of management at the Instituto Tecnológico y de Estudios Superiores de Monterrey (Mexico) and Alumni Association Chair of Business Ethics at the Instituto de Empresa (Spain). His research focuses on corporate social and environmental management. His work has appeared in such publications as the Journal of Management Studies, Organization Science, and the Journal of Business Ethics. David B. Allen is a professor of strategy at the Instituto de Empresa (Spain). He received an MBA from New York University and his M.F.A. and Ph.D. from the University of Iowa. His research focuses on non-market strategy. His work has appeared in such publications as the Journal of International Business Studies and the Journal of Business Ethics. He has consulted extensively for European and American multinational firms.     

Crossing the borderline in strategic corporate philanthropy: Dangote and the construction of cement roads in Nigeria

Using the case of Nigeria's Dangote Group and an exploratory research technique, we critique CSR practices in a developing country context based on a three‐pillar model—traditional CSR, strategic CSR and strategic business engagements. Our paper makes a unique contribution by revealing how a company can transform its strategic CSR into strategic business engagements that permit it to circumvent public procurement laws and secure public contracts at non‐competitive terms. We show how, in weak institutional and regulatory contexts, strategic CSR could be turned to a tool for rent extraction and profit maximization. We advocate for regulatory measures that impose ex ante and ex post limits on the extent to which firms can go in integrating CSR into their normal business operations. Based on the outcomes from this important African case study, we illustrate and propose the strategic business engagement model as a new framework for analysing the social benefits of strategic CSR practices in developing countries.     

The logic of being illogical in strategic marketing planning

This article challenges the validity and usefulness of a conventional model of the sequence of stages in strategic marketing planning. Quite simply the conventional model ignores the organisational and human realities facing the planner. This paper proposes an “illogical” but iterative model of strategic marketing planning which is driven by the managerial understanding of the environment and knowledge of what tactical imperatives exist and constrain implementation. The advantages of explicitly recognising this “illogical” aspect of the planning process lie in: coping better with information demands made by executives in planning; allowing for psychological planning constraints and the obstacles created by the real nature of the manager's job; and in gaining the implementation of strategic marketing plans, with all that this implies for organisational and cultural change. The argument leads to an agenda of issues to be considered by the executive responsible for managing the strategic marketing planning process.     

Towards a strategic place brand-management model

Abstract

Using earlier research into models of place branding-management processes, this paper develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process – respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.     

The marketing and strategic planning interface

This article examines the potential contribution and implementational problems of developing marketing planning as a means to increase the marketing orientation of a company. It draws on the experience gained from a two year involvement in the design and implementation of a planning system for a large manufacturer, and reviews some of the literature on marketing and strategic planning. The focus is on the problems of managing the interface between strategic and marketing management, and the important role played by marketing information, the Chief Marketing Executive and the planning function in achieving effective and integrated strategic marketing planning.     

The Role of Strategic Conversations with Stakeholders in the Formation of Corporate Social Responsibility Strategy

This paper explores the role of strategic conversations in corporate social responsibility (CSR) strategy formation. The authors suggest that explicitly engaging stakeholders in the CSR strategy-making process, through the mechanism of strategic conversations, will minimize future stakeholder concerns and enhance CSR strategy making. In addition, suggestions for future research are offered to enable a better understanding of effective strategic conversation processes in CSR strategy making and the resulting performance outcomes.     

Strategic marketing planning guided by the quality-of-life (QOL) concept

An emerging ethical philosophy in marketing is developing. This philosophy is based on quality-of-life studies which are becoming an important topic of research in behavioral and social sciences (basic and applied research). This paper addresses the QOL orientation in marketing from a decision-making perspective. Specifically, this paper shows how marketers can engage in strategic marketing planning guided by the QOL concept. M. Joseph (Joe) Sirgy is social/consumer psychologist and a professor of marketing at Virginia Tech. He has written extensively about quality-of-life issues in business and society. He is presently serving as executive director of the newly formed International Society for Quality-of-Life Studies.     

Elevating the Role of Divestment in Socially Responsible Investing

The divest movement has focused attention on strategic and ethical differences in the practice of socially responsible investing (SRI) and highlighted an unnecessary bifurcation of best-of-class engagement and divestment. Although best-of-class engagement is favored as a contemporary and pragmatic approach, this paper calls for a more pronounced recognition of absolute dealbreakers and divestment as an underpinning for best-of-class engagement. After linking divestment and best-of-class engagement to their foundations of absolutism and relativism, respectively, I critique best-of-class engagement and argue that without a distinct and explicit role for divestment, best-of-class strategies are ethically and strategically fraught. Following a discussion of which types of issues suggest divestment or best-of-class engagement, I identify the Norway Government Pension Fund as a noteworthy example, and posit that divestment and engagement are best presented and employed in tandem, particularly for issues that have yet to be addressed by law and convention.     

Cognitive Mapping: A Process to Support Strategic Planning in an Academic Department

Cognitive mapping has been used to support strategic planning in business. However, the process has seldom been utilized to support strategic planning in nonprofit public organizations, where many reporting lines are less clear. This paper describes how the cognitive mapping process was designed and implemented to help a large academic department identify and merge the individual goals of faculty members as a first step in creating a strategic plan. Each map was created using the Decision Explorer^TM software during individual interviews, as opposed to using paper and pencil. An action case approach was used to plan and evaluate individual mapping sessions. Eliciting individual cognitive maps led to greater engagement by faculty in the strategic planning process. Nearly all of the participating faculty members believed that the cognitive mapping process was helpful and insightful and the resulting map was accurate and complete.     

Managerial Perceptions of Organizational Planning Benefits

Abstract

The last two decades have witnessed an increase in the number of business organizations which have recognised and adopted formal measures for undertaking strategic planning in industrialised countries. Notwithstanding the volume of pedagogical literature concerning strategic planning practice, there is limited evidence on issues relating to the planning process in developing nations. Although executives in transition developing economies may be stimulated to adopt a robust approach to planning their commercial activities, the justification for such an orientation has tended to rely upon intuitive thinking and conceptual contributions to knowledge. It is suggested that empirical tests or the anticipated benefits of planning might be more revealing and provide a grounded approach to assessing the utility of strategic planning for businesses operating in an emerging developing market. For this reason, the focus of this article is a discussion of the findings from an empirical study that investigated the perceived attitudinal and behavioural consequences of strategic planning, with the aim of determining the significance of such effects on planning among firms operating in Ghana's transition economy. A number of favourable outcomes are identified in managerial perceptions of planning. The implications     

Transformative service research and service design: synergistic effects in healthcare

ABSTRACT

This conceptual paper answers the question: How do we design service experiences in whole to increase the well-being of all participants in the healthcare system – patients, families, and caregivers? In order to do so, we position service design as an essential tool and even a mindset needed for transformative service research success. We discuss the transformative role service design plays in improving service and consumer entities’ well-being with a focus on how this approach can lead to improved healthcare service outcomes. We also add to the conversation surrounding service and consumer entities’ well-being by broadening the concept and application of service design to consider social, existential, psychological, and physical well-being. We particularly explore how healthcare services can benefit from further consumer engagement and collaborative patient–provider relationships, two key factors essential for redesigning the industry.     

How do customers engage in social media-based brand communities: The moderator role of the brand's country of origin?

Across the globe, companies increasingly use social media-based brand communities (SMBBC) to facilitate customer engagement (CE). This study clarifies the relationship between brand trust and CE in SMBBC, which is often inconsistent in previous literature. Drawing on the uses and gratifications theory, we examine the motivations that drive customers' active and passive engagement behaviors. Additionally, this study employs multi-group analysis to compare the differences in the customer engagement process concerning the brand's country of origin. The empirical results demonstrate that brand trust is an antecedent to customer engagement in a long-term relationship. Brand affiliation, entertainment, and investigation prompt customers' active and passive engagement behaviors; the opportunity-seeking only encourages the passive engagement, but the motivation of conversation prompts neither active nor passive behaviors of the customers. Notably, there is no significant difference in Chinese customer engagement between domestic and foreign brands on Sina Weibo. The research enriches the understanding of customer engagement in SMBBC and provides valuable insights for international brands keen on the Chinese market.     

Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping

This study aims at developing and validating a measurement model for customer engagement with specific focus on mobile devices for shopping. Further, role of customer engagement in building customer loyalty is explored. The research in this investigation used three studies for developing customer engagement scale and validating the proposed model. The study involved data collection from experts and users through varied methods including in-depth interviews, and surveys. Further structural equation modeling was used to analyze the data. Findings of this study include development and validation of customer engagement as second order construct arising out of six different customer experiences - social-facilitation, self-connect, intrinsic enjoyment, time-filler, utilitarian and monetary evaluation experiences. Further, the study established significant role of customer engagement in predicting customer loyalty in addition to existing constructs of satisfaction and convenience. This study contributes to evolving scholarly research on customer engagement. This study further provides a framework to retailers for devising matrices to track experiences and engagement of customers on mobile devices for shopping. Further, retailers may be able to use customer engagement to differentiate themselves from competition in attracting merchants and advertisers.     

Understanding pre-teen consumers social media engagement

Social media (SM) platforms are frequently used by pre-teen (8–12-year old) consumers for curating their self-identity, developing social relationships and for learning. This paper identifies the building blocks that drive pre-teen SM engagement. We use the Gioia method to analyse interview data collected from 32 pre-teens and parents, in France. Findings show that the primary building blocks are FoMO (Fear of Missing Out) and social inclusive experience, being noticed online, multiplicity, excessive use (without guidelines) and self-regulation. Identity constructs (self-identity and social-identity) are used to explain SM engagement – and to empirically define core conceptual building blocks (aggregate dimensions) that drive SM engagement. We contribute to consumer theory by developing a holistic research framework to examine pre-teen SM engagement. Self-identity and social-identity theories help explain the factors that drive pre-teen SM engagement and explain push/pull influences of parents and schools in encouraging or discouraging certain behaviour. We build on current research into SM usage, drawing from the fragmented existing literature, to reveal causes of both excessive screen-time and SM usage among pre-teen consumers, which may indicate antecedents of future adult behaviour. Practical and regulatory policy issues are considered and addressed.     

Public Relations Leadership in Corporate Social Responsibility

Many of the negative connotations of corporate social responsibility (CSR) are linked to its perceived role as a public relations exercise. Following on calls for more positive engagement by public relations professionals in organisational strategic planning and given the rapidly increasing interest in CSR as a business strategy, this article addresses the question of how the theory and practice of public relations can provide direction and support for CSR. To this end, this article explores leadership styles and motivations of a sample of corporate leaders from prominent Australian-based corporations in relation to their chosen CSR activities to examine the current position of, and potential for, professional communicators’ impact in shaping CSR-driven policies at a strategic level. We find that while public relations theory has evolved, many leaders still see public relations professionals only as a source of positive publicity. Our findings suggest that the model of distributive leadership has more relevance to an emerging idea of public relations involvement in CSR than more traditional understandings of leadership. We conclude that the public relations profession needs to develop a greater understanding of senior management approaches to the development and dissemination of CSR activities to support organisational leadership as it currently operates with respect to CSR.     

How Strategic Purchasing Orientation and Transformational Leadership Impact Performance: The Mediating Role of Information and Communication Technologies

Purpose: Purchasing orientation (greater efficiency, use of information and communication technologies; ICT) is becoming an underlying part of company strategy in an increasing number of business organizations. Transformational leadership by purchasing managers is also emerging as a tool to generate more intense and effective use of ICT and as a means of enhancing performance. The present research pursues 2 goals: firstly to explore how the strategic nature of the purchasing function and transformational leadership of purchasing managers impacts ICT use intensity and purchase efficiency, and secondly to pinpoint how the use of ICT affects purchase performance.

Methodology/approach: The empirical work is based on an analysis of the information provided by a sample of 130 Spanish firms. Empirical verification of the proposed model was carried out through partial least squares analysis.

Findings: Findings show that the strategic importance which management attaches to the purchasing function impacts the intensive use of ICT. However, the transformational leadership exercised by purchasing managers proves relevant in achieving greater cost efficiency and coordination with suppliers.

Research implications: This work has sought to merge as determinants of efficiency both strategic aspects of the purchasing function in the firm as well as managerial aspects of said function (manager’s transformational leadership and the use of ICT). This research breaks new ground by empirically comparing the relationship between the strategic nature of the purchasing function in a firm and intensity of ICT use, a relation which has been the subject of very little inquiry and for which the mediating role of ICT in the link between strategic orientation and purchase performance is brought to light.

Originality/value/contribution: The study makes a twofold contribution. Firstly, the present research seeks to bring together strategic aspects of the purchasing function in the firm as well as other management factors involved in said function (managers’ transformational leadership and use of ICT) as drivers of efficiency. In this sense, the findings point to the important role played by the purchasing manager vis-à-vis the strategic vision of the purchasing function in achieving cost efficiency and coordination with suppliers. Secondly, this research breaks new ground by empirically verifying the link between the strategic nature of the purchasing function in a firm and intensity of ICT use, a link which has been the focus of scant attention and for which we underpin the mediating role of ICT in the relationship between strategic orientation and purchase performance.     

A Maturity Model for Management Control Systems

Corporate management in today’s international companies has become increasingly complex. To cope with the growing challenges, information technology (IT)-based management control systems (MCSs) covering reporting, planning, and consolidation have been deployed. Despite their tradition in management research, the ‘right’ setup of MCSs is still challenging. Maturity models (MMs) are an established instrument to identify strengths and weaknesses of certain domains. As existing MMs rather focus on single MCS domains, neglect an IT perspective and miss a sound methodical foundation, this paper outlines an empirically and algorithmically constructed MCS MM. The model consists of three partial MMs for reporting, planning, and consolidation, which are integrated into one holistic MCS MM. The five levels of the MCS MM guide MCS evolution from a basic, mandatory/external-driven MCS (level 1) to a balanced MCS (level 2), and a comprehensive MCS (level 3). Ultimately, MCSs show a strong strategic focus (level 4) and leverage the potentials of modern IT (level 5).     

Strategically Rethinking the Executive MBA International Business Experience

SUMMARY

During the past few years, Executive MBA (EMBA) programs at U.S. universities have expanded both in number and in content. As part of this expansion, an international experience has become an integral part of many of these programs. In most instances, the international experience has been a course planned and organized from a convenience perspective. This research proposes a more rigorous strategic planning model for EMBA program directors to consider in order to enhance the learning experience for participating students. Using a case example, it delineates between international field studies and international residencies, develops propositions, and offers an application of the proposed planning model.     

MNCs and International Accountability Standards Through an Institutional Lens: Evidence of Symbolic Conformity or Decoupling

The recent proliferation of International Accountability Standards (IAS) has attracted significant academic interest, but the extent of their adoption and integration by global firms remains underinvestigated. Capitalizing on institutional theory and the typology of strategic responses to institutional pressures proposed by Oliver (Acad Manage Rev 16(1):145–179, 1991), this article uses an interpretive research methodology to analyze a sample of MNC practitioners’ views regarding IAS, and derive some insights in relation to expected patterns of strategic responses to these new institutional pressures. The article also presents relevant remarks relating to the usefulness of institutional theory in the context of research relating to IAS. The findings suggest patterns of engagement combining elements of both conformity and resistance, although the answers correspond most closely to a decoupling or symbolic conformity strategic response. The findings are fleshed out and their implications delineated/assessed.     

Bridging the Theory-Practice Gap in Business Marketing: Lessons from the Field—The JBBM at 21

ABSTRACT

Purpose: The purpose of this article is to first examine the distinctive role that Journal of Business-to-Business Marketing (JBBM) assumes in the marketing discipline, explore its heritage and notable accomplishments, and highlight the opportunities and challenges that specialized business journals confront across functional areas. Next, the authors explored the academic-practitioner divide and propose action steps that can be followed to craft corporate research partnerships to address business marketing problems.

Methodology/approach: The authors drew on research experience gained across more than a dozen empirical studies that have been used in a collaborative approach with a partner firm from the business-to-business sector to examine a core marketing problem.

Findings: High levels of engagement and support from the partner organization appear to be most likely to occur when members of the partnering firm were actively involved in framing the research question.

Research implications: A set of action steps is proposed as a vehicle for initiating and managing a corporate research partnership. By providing potential access to rare data, a collaborative approach may provide a path for attacking substantive research issues in business marketing.