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Corporate Social Responsibility Performance: Insights on Internal and External Business Strategy for B2B

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Despite the growing emphasis on Corporate Social Responsibility, the little work that has examined its impact on performance is inconclusive in a B2B setting. Service Dominant Logic is employed here as a foundational setting for the strategic use of Corporate Social Responsibility. Corporate Social Responsibility is supported as a strategic tactic targeted at B2B customers to shape their perceptions of a firm’s service / product. As B2B firms are more focused on partnering, co-creating, and branding, CSR must be a strategic initiative. Firms that strategically apply Corporate Social Responsibility will differentiate themselves from their competitors and will reap economic benefits.

Author(s):

Timothy Kiessling    
Bilkent University
Turkey

Lars Isaksson    
Bond University
Australia