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Corporate social responsibility: engaging the community

  • Linda Deigh
    ,
  • Jillian Dawes Farquhar
    ,
  • Maria Palazzo
    ,
  • Alfonso Siano
Research Output: Contribution to journal Article Peer-review

Sustainable Development Goals

  • SDG 12 - Responsible Consumption and Production
    SDG 12 Responsible Consumption and Production

Abstract

Purpose This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of the firm, but in spite of its status in networks it has not been the focus of research. Drawing on community theory and Carroll’s pyramid for the foundation of this study, the authors undertake an empirical investigation to advance knowledge in CSR engagement with a particular stakeholder group. Design/methodology/approach To generate an in-depth insight, the study adopts a multiple case study approach involving the purposeful selection of three retail banks in Ghana as units of analysis. It draws on multiple data sources to strengthen its findings Findings The study finds that community engagement consists of four spheres of activity: donations, employee voluntarism, projects and partnerships. Philanthropy forms part of largely ad hoc CSR actions by firms. The study also finds that philanthropy is not merely a desired function of the CSR pyramid but an essential one. Practical implications This research imparts increased understanding of how firms engage with an important but frequently overlooked stakeholder group – community. Originality/value This study presents specific theoretical extensions to CSR through its identification of four core activities of community engagement.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 225-240

Journal (Volume, Issue Number)

Qualitative Market Research (Volume 19, Issue 2)

Publication milestones

  • Published - 11/04/2016

Publication status

Published - 11/04/2016

ISSN

1352-2752

External Publication IDs

  • handle.net: 10547/623650
  • Scopus: 84978066586

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