An opportunity or burden? Firms' engagement in poverty alleviation campaign under different business strategies

The government‐initiated campaign for targeted poverty alleviation (TPA) not only affords corporations an opportunity to extend their presence into underdeveloped regions but also imposes a consequential burden upon them to contribute to ameliorating poverty. Firms' motivations in this endeavor are intricately linked to the alignment of their business strategies with the TPA activities. We posit that firms adopting a cost leadership approach are inclined to actively partake in poverty alleviation, due to a congruence between their strategic positioning and the activities intrinsic to poverty alleviation. And firms embracing a differentiation strategy are impelled by extrinsic pressures to engage in poverty alleviation, as they face heightened societal expectations regarding their involvement in such altruistic endeavors. Drawing from a dataset comprising Chinese listed firms from 2017 to 2020, our empirical findings bring to light a significant correlation between both cost leadership and differentiation strategies and firms' contributions to the TPA campaign. And, the impact of a cost leadership strategy on firms' involvement in poverty alleviation activities surpasses that of a differentiation strategy. This influence is further accentuated for firms contending with rivals pursuing a differentiated approach in the competitive landscape, which may block their way moving upmarket. Moreover, the nexus between a differentiation strategy and a firm's participation in poverty alleviation gains more strength where local government intervention in the economy is more pronounced. This study delves into the nuanced motivations that underpin firms' participation in the TPA campaign within the framework of business strategies, offering insights for both policymakers and business practitioners.