Socially Responsible International Business
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Socially Responsible International Business

Critical Issues and the Way Forward

Edited by Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee and Constantinos N. Leonidou

Acting in a socially-responsible manner has become a crucial success factor for many international firms due to the highly complex, competitive, and volatile global environment in which they operate. This book will contribute new ideas, contemporary knowledge, and original research to the area of socially-responsible international business, and offers challenging directions for future research. Topic covered range from global environmental influences on acting in a socially-responsible way; foreign buyer reactions to responsible business and international market targeting to development of socially-responsible international business strategies.
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Chapter 7: Consumer responses to MNE socially responsible behavior

Petra Riefler

Abstract

Corporate social responsibility assists companies’ legitimization to its stakeholders. Consumers, as one group of stakeholders, may reward companies for engaging in responsible corporate behavior or sanction them for engaging in irresponsible business practices. In this light, consumers are critical actors in requesting as well as responding to companies’ CSR programs. Consumers around the globe show favorable attitudes towards companies’ engagement in societal interests. However, their expectations about companies’ CSR engagement as well as their response to particular initiatives differ across geographic markets. MNEs consequently face challenges of balancing the global standardization of CSR programs and the adaptation of CSR initiatives to account for local particularities. Against this background, this chapter (a) provides an overview of common patterns of consumer response to CSR, (b) highlights culture-bound differences that MNEs should consider when designing their CSR activities, and (c) proposes numerous directions for future research with regard to the field’s consolidation of substantive findings as well as its further methodological advancement.

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