From Doing Good to Looking Even Better: The Dynamics of CSR and Reputation
From Doing Good to Looking Even Better: The Dynamics of CSR and Reputation
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DOI：
10.1177/0007650315627996
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发表时间：
2019-07
影响因子：
7
通讯作者：
Carol-Ann Tetrault Sirsly;Elena Lvina
中科院分区：
文献类型：
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作者：
Carol-Ann Tetrault Sirsly;Elena Lvina
在利益相关者理论和企业资源基础观点的基础上，这项纵向研究展示了企业社会责任（CSR）和企业声誉随时间的演变。利用从KLD数据库和《财富》最受尊敬公司中获得的285家美国主要公司的5年样本，我们发现，所提出的动态关系预测了利益相关者期望的变化，从而激励组织改善其社会绩效以获得声誉利益。与通常被贴上的声誉粘性相反，我们发现“红皇后”效应支持声誉作为一个动态结构，其中企业社会责任的变化确实预测了企业声誉的变化。同样，我们发现声誉随时间的变化因行业而异，制造业的变化最为明显。从实际的角度来看，这种跨越时间的关系可能会激励管理者通过不断地投资于做好事来创造可持续的竞争优势，从而获得看起来不错的好处，并且随着时间的推移变得更好。
Grounded in stakeholder theory and a resource-based view of the firm, this longitudinal research demonstrates the evolution of corporate social responsibility (CSR) and firm reputation over time. Drawing on a 5-year sample of 285 major U.S. firms obtained from the KLD database and Fortune’s Most Admired Companies, we find that the proposed dynamic relationship predicts evolving stakeholder expectations to incite organizations to improve their social performance to earn reputational benefits. Contrary to the often labeled stickiness of reputation, we find a “Red Queen” effect that supports reputation as a dynamic construct where the change in CSR does predict a change in corporate reputation. Similarly, we find that the change in reputation over time varies by industry, being most pronounced for manufacturing. From a practical perspective, this relationship across time may incite managers to create sustainable competitive advantage by continuously investing in doing good to reap the benefits of looking good and looking even better with time.