Progressive and Rational CSR as Catalysts of New Product Introductions

Journal of Business Ethics · 2021 · Volume 174 · Issue 3

Abstract

Whereas extant literature has examined the overall effect of corporate social responsibility (CSR) on innovation, it is argued that CSR is a multidimensional concept encompassing both progressive activities concerning a firm’s engagement in the social domain, as well as rational aspects pertaining to corporate governance practices and the protection of shareholder rights. This study integrates organizational hypocrisy with the knowledge-based view literatures to examine how different forms of CSR engagement affect the rate of new product introductions (NPI). Results suggest that the mechanisms by which progressive and rational CSR are associated to increases in the rate of NPI differ. Specifically, while progressive CSR positively affects the rate of NPI and such effect is deemed stronger for firms that are more vertically integrated, the effect of rational CSR on the rate of NPI is conditional on a firm’s level of absorptive capacity.

Keywords

Corporate social responsibility, Progressive CSR, Rational CSR, Organizational hypocrisy, Organizational façades, Knowledge-based view, New product introductions, Innovation

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