Issue Date
2016-04-11Subjects
philanthropycommunity
corporate social responsibility
retail banking
stakeholder network
N310 Banking
Metadata
Show full item recordAbstract
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.Citation
Deigh L, Farquhar J, Palazzo M, Siano A (2016) 'Corporate social responsibility: engaging the community', Qualitative Market Research: An International Journal, 19 (2), pp.225-240.Publisher
EmeraldAdditional Links
https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2016-0010Type
ArticleLanguage
enISSN
1352-2752EISSN
1758-7646ae974a485f413a2113503eed53cd6c53
10.1108/QMR-02-2016-0010