The influence of relational pluralism in developing collective corporate social responsibility strategies

Purpose - A literature gap has triggered a discussion on the influence of relational pluralism in the adoption of new practices of corporate social responsibility (CSR). Based on this literature, this paper aims to understand how relational pluralism influences small companies in the development of their collective CSR strategies. Design/methodology/approach - This study used the case of a Brazilian hotel network called Charm Routes, which comprises 66 members. The study adopted a qualitative approach based on qualitative comparative analysis (QCA). Findings - The results show that relational pluralism influences small companies in their collective CSR strategies. This is especially because of the relationships among different actors within the network. Research limitations/implications - QCA does not explain the correlation between variables, but rather the logical relations among them. The adoption of multivariate techniques is suggested for future studies to evaluate the correlations among the variables and not only the possible causal conditions. Practical implications - The results bring added clarity to the collective CSR strategies of networks composed of small companies. Social implications - The findings may be of use to networks of small companies working collectively to develop initiatives aimed at providing social and environmental benefits. Originality/value - Instead of a framework, the study generated the expression RPN*(INT+LON) → CSR_CS. This means that relational pluralism within the network, enhanced by the intensity and the longevity of the relationship, influences small companies in the development of their collective CSR strategies.