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Strategic Direction of Corporate Community Involvement

Liu, Gordon; Eng, Teck-Yong and Ko, Wai-Wai (2013). Strategic Direction of Corporate Community Involvement. Journal of Business Ethics, 115(3) pp. 469–487.

DOI (Digital Object Identifier) Link: https://doi.org/10.1007/s10551-012-1418-z
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Abstract

Previous research on corporate community involvement (CCI) initiatives indicates that such behaviour is critical for building neighbourhood relationships and extending corporate influence in the community, but there is little theoretical work that provides a clear picture of managing the nature of the initiatives from different stakeholder management approaches. Drawing from theoretical insights of stakeholder theory and the concept of social capital, this article proposes nine strategic directions for CCI initiatives, and concludes by discussing the management implications of the proposed strategic directions. Our proposed approaches have the potential to improve current understanding and practice of corporations and their CCI initiatives.

Item Type: Journal Item
Copyright Holders: 2012 Springer Science+Business Media B.V.
ISSN: 1573-0697
Keywords: corporate social responsibility; stakeholder theory; social capital; social network; community
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 51106
Depositing User: Gordon Liu
Date Deposited: 26 Sep 2017 16:17
Last Modified: 07 Dec 2018 10:56
URI: http://oro.open.ac.uk/id/eprint/51106
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