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How can Firms from Emerging Economies Enhance their CSR-Supported Export Strategies?

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  • Dirk Michael Boehe
  • Luciano Barin Cruz
  • Mário Henrique Ogasavara

Abstract

The broadly divided literature on the link between corporate social responsibility (CSR) and performance has distracted researchers from intricate inter-relationships that may hide behind straightforward direct effects. Drawing on the strategy tripod, our study addresses this gap by investigating how internal resources, markets and institutions influence a CSR-supported export strategy, which we conceptualise as a differentiation strategy consisting of firm- and product-level CSR reputation and the performance-relevant international market orientation (IMO). Using a sample of 195 Brazilian export companies, we find that in conjunction with internal R&D resources, market-based and institutional pressures seem to directly affect product-level reputational CSR, whereas the latter two only indirectly influence firm-level reputational CSR resources and IMO. Our study contributes to the CSR, resource-based and international business literatures by conceptually refining strategic CSR, distinguishing between firm- and product-level CSR reputation, by investigating how firms develop the underlying resources of their CSR strategies and by covering diverse target-country institutional drivers.

Suggested Citation

  • Dirk Michael Boehe & Luciano Barin Cruz & Mário Henrique Ogasavara, 2010. "How can Firms from Emerging Economies Enhance their CSR-Supported Export Strategies?," Business and Economics Working Papers 097, Unidade de Negocios e Economia, Insper.
    • Handle: RePEc:aap:wpaper:097
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