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: https://doi.org/10.1007/s10551-012-1418-z

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.

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About

• Item ORO ID
• 51106
• Item Type
• Journal Item
• ISSN
• 1573-0697
• Keywords
• corporate social responsibility; stakeholder theory; social capital; social network; community
• Academic Unit or 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)
• Copyright Holders
• © 2012 Springer Science+Business Media B.V.
• Depositing User
• Gordon Liu