Although corporate social responsibility (CSR) is a widely researched topic, there is a lack of its application in the franchise literature. The integration of CSR into the franchise business model is vital as it affects the franchise firm’s growth and survival. Based on resource-based and organizational capabilities theories, our study explains how CSR strategy impacts the creation of intangible brand name assets as critical source of sustainable competitive advantage and, hence, increased financial performance. We adopt a multi-stakeholder-oriented CSR construct of economic, legal, ethical, and philanthropic responsibility dimensions. Using data from Austrian franchise firms, our results show that those CSR dimensions have a positive impact on brand name asset creation. Specifically, philanthropic responsibility strategy has the greatest impact on brand name assets, followed by legal, ethical, and economic responsibility strategies. Overall, this is the first study in franchising which explains the strategic role of CSR.

Strategic CSR and the competitive advantage of franchise firms / Jell-Ojobor, Maria. - (2019), pp. 91-111. [10.1007/978-3-030-29245-4_6]

Strategic CSR and the competitive advantage of franchise firms

Jell-Ojobor M.
2019

Abstract

Although corporate social responsibility (CSR) is a widely researched topic, there is a lack of its application in the franchise literature. The integration of CSR into the franchise business model is vital as it affects the franchise firm’s growth and survival. Based on resource-based and organizational capabilities theories, our study explains how CSR strategy impacts the creation of intangible brand name assets as critical source of sustainable competitive advantage and, hence, increased financial performance. We adopt a multi-stakeholder-oriented CSR construct of economic, legal, ethical, and philanthropic responsibility dimensions. Using data from Austrian franchise firms, our results show that those CSR dimensions have a positive impact on brand name asset creation. Specifically, philanthropic responsibility strategy has the greatest impact on brand name assets, followed by legal, ethical, and economic responsibility strategies. Overall, this is the first study in franchising which explains the strategic role of CSR.
2019
978-3-030-29244-7
978-3-030-29245-4
Competitive advantage; Corporate strategy; Franchising; Intangible assets; Multidimensional CSR
Strategic CSR and the competitive advantage of franchise firms / Jell-Ojobor, Maria. - (2019), pp. 91-111. [10.1007/978-3-030-29245-4_6]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/193407
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