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    Corporate social responsibility: engaging the community

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    Authors
    Deigh, Linda
    Farquhar, Jillian Dawes
    Palazzo, Maria
    Siano, Alfonso
    Affiliation
    University of Bedfordshire
    London Metropolitan University
    University of Salerno
    Issue Date
    2016-04-11
    Subjects
    philanthropy
    community
    corporate social responsibility
    retail banking
    stakeholder network
    N310 Banking
    
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    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.
    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
    Emerald
    Journal
    Qualitative Market Research: An International Journal
    URI
    http://hdl.handle.net/10547/623650
    DOI
    10.1108/QMR-02-2016-0010
    Additional Links
    https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2016-0010
    Type
    Article
    Language
    en
    ISSN
    1352-2752
    EISSN
    1758-7646
    ae974a485f413a2113503eed53cd6c53
    10.1108/QMR-02-2016-0010
    Scopus Count
    Collections
    Business and management

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