Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market
The debate regarding the suitability of market orientation or culture of sustainability for corporate social responsibility (CSR) implementation and economic sustainability deserve much more scholarly attention as globalization and competition in emerging markets increases. Using qualitative content...
Main Authors: | , , |
---|---|
Format: | Article |
Language: | English |
Published: |
MDPI AG
2020-11-01
|
Series: | Journal of Risk and Financial Management |
Subjects: | |
Online Access: | https://www.mdpi.com/1911-8074/13/11/269 |
id |
doaj-b111f8169c0043a9bd9dc125aae4804a |
---|---|
record_format |
Article |
spelling |
doaj-b111f8169c0043a9bd9dc125aae4804a2020-11-25T04:04:21ZengMDPI AGJournal of Risk and Financial Management1911-80661911-80742020-11-011326926910.3390/jrfm13110269Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging MarketAnup Raj0Andrei Kuznetsov1Thankom Gopinath Arun2Narsee Monjee Institute of Management Studies, Hyderabad 509301, IndiaInternational CSR, Lancashire Institute of Economic and Business Research, Preston, Lancashire PR1 2HE, UKGlobal Development and Accountability, University of Essex, Colchester CO4 3SQ, UKThe debate regarding the suitability of market orientation or culture of sustainability for corporate social responsibility (CSR) implementation and economic sustainability deserve much more scholarly attention as globalization and competition in emerging markets increases. Using qualitative content analysis of interviews with 28 senior managers of large agribusiness firms in India, this empirical article explores how market orientation or culture of sustainability affects CSR implementation, or vice versa? The findings of the study identify factors such as the nature of a firm’s business, sensitivity, commitment towards sustainable development, and pressure on profitability that prompt firms to adopt sustainability dominant, market dominant, and sustainability–market mixed corporate culture. Culture of sustainability dominant firms are likely to implement CSR more smoothly and effectively compared to firms that are driven by market orientation. Moreover, firms committed to substantial and consistent CSR are likely to induce culture of sustainability in firms. Finally, the study offers a framework that provides insights into how CSR program implementation and a culture of sustainability are complementary and could strengthen the economic sustainability of firms in emerging markets.https://www.mdpi.com/1911-8074/13/11/269culture of sustainabilitymarket orientationcorporate social responsibilityemerging markets |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Anup Raj Andrei Kuznetsov Thankom Gopinath Arun |
spellingShingle |
Anup Raj Andrei Kuznetsov Thankom Gopinath Arun Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market Journal of Risk and Financial Management culture of sustainability market orientation corporate social responsibility emerging markets |
author_facet |
Anup Raj Andrei Kuznetsov Thankom Gopinath Arun |
author_sort |
Anup Raj |
title |
Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market |
title_short |
Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market |
title_full |
Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market |
title_fullStr |
Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market |
title_full_unstemmed |
Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market |
title_sort |
culture of sustainability and marketing orientation of indian agribusiness in implementing csr programs—insights from emerging market |
publisher |
MDPI AG |
series |
Journal of Risk and Financial Management |
issn |
1911-8066 1911-8074 |
publishDate |
2020-11-01 |
description |
The debate regarding the suitability of market orientation or culture of sustainability for corporate social responsibility (CSR) implementation and economic sustainability deserve much more scholarly attention as globalization and competition in emerging markets increases. Using qualitative content analysis of interviews with 28 senior managers of large agribusiness firms in India, this empirical article explores how market orientation or culture of sustainability affects CSR implementation, or vice versa? The findings of the study identify factors such as the nature of a firm’s business, sensitivity, commitment towards sustainable development, and pressure on profitability that prompt firms to adopt sustainability dominant, market dominant, and sustainability–market mixed corporate culture. Culture of sustainability dominant firms are likely to implement CSR more smoothly and effectively compared to firms that are driven by market orientation. Moreover, firms committed to substantial and consistent CSR are likely to induce culture of sustainability in firms. Finally, the study offers a framework that provides insights into how CSR program implementation and a culture of sustainability are complementary and could strengthen the economic sustainability of firms in emerging markets. |
topic |
culture of sustainability market orientation corporate social responsibility emerging markets |
url |
https://www.mdpi.com/1911-8074/13/11/269 |
work_keys_str_mv |
AT anupraj cultureofsustainabilityandmarketingorientationofindianagribusinessinimplementingcsrprogramsinsightsfromemergingmarket AT andreikuznetsov cultureofsustainabilityandmarketingorientationofindianagribusinessinimplementingcsrprogramsinsightsfromemergingmarket AT thankomgopinatharun cultureofsustainabilityandmarketingorientationofindianagribusinessinimplementingcsrprogramsinsightsfromemergingmarket |
_version_ |
1724437179295334400 |