Methodological Framework Analysing a Social phenomenon: Stakeholder Orientation Implementing Balanced Corporate Social Responsibility

Asta Valackiene, Diana Miceviciene

Abstract


The paper reviews and constructs a comprehensive approach and presents the theoretical insights of the interaction between a corporate social responsibility and the performance of the stakeholders, through the introduction of the methodological framework of the diagnosis of corporal social responsibility motivations among stakeholders as well as developing strategic directions to encourage the former to achieve balanced and integrated orientation in providing the issues of social corporate responsibility. While many studies provide descriptions of a firm‘s CRS motivations both within and across sectors, there is a need to bring this literature together in a way that addresses, in a systematic way, the interaction of these influences at the level of the firm (Lynes, Andracuk, 2008). Though during decades numerous aspects of CRS have been the subject of the investigation in both academic and business studies. Apparently, this implicates a shift from the pure shareholder perspective of maximizing profits and corporate value towards a broader concept that encompasses multiple stakeholder concerns and values and, thus, involves various conflicting goals and objectives (Hediger, 2010). Neither the motives tools of an enterprise to operate in the manner are clear despite the fact that it is essential that business leaders assume responsibility in order to ensure the continuance of economic order and its sane evolution (Spector, 2008). Conceptually substantiated interaction between the corporate social responsibility and enterprise, high lightening motives through which the stakeholders are able makes it wealthy. Firms engage in CSR activities as a way to enhance their reputation, pre-empt legal sanction, respond to NGO action, and manage their risk and to generate customer loyalty. CSR can potentially decrease production inefficiencies, reduce cost and risk and at the same time allow companies to increase sales, increase access to capital, new markets, and brand recognition (Cruz & Wakolbinger, 2008). The analysis of scientific research has shown that academics are not scare in proposing insights helping describe the motivations for corporate social responsibility at the level of the enterprise, however, a generalizing view is still scare. This standpoint has a logical position: the construction of model helping to understand the construction of public relation and explain the potential influence in the process of CRS implementation and the role of stakeholders in it is needed. The constructed methodological framework could be useful continuing academic discussion on the topic. The findings of the article seek to influence public attitudes stressing the effect of corporate social responsibility. Basing on the article, public and industry as well as a social leader might determine essential strategic elements allowing achieving the mentioned objectives in the most efficient way. The logical structure of the article was determined by the aim and the objectives of the scientific research solution sequence which is reflected in three parts. In the Introduction the topic relevance, scientific problem and level of its analysis, object, the aim, and tasks of the scientific research were presented. The methods of the research, results analysis, scientific novelty and significance of the work are introduced there as well. The second part of the article is dedicated to the analysis of corporate social responsibility (CRS) in the market of virtue. The third part deals with – to the recognition of stakeholder values and pressure as well as the presentation of stakeholders’ role in pursuit of CRS. This standpoint has a logical position: it can be constructed as a model helping to understand the construction of public relation and explains the potential influence in the process of CRS implementation and the role of stakeholders in it. The possible extension of the model and its application issues are presented in the last chapter of the paper.


Keywords


corporate social responsibility; stakeholder analysis; social-environment reference; orientation.

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Print ISSN: 1392-2785
Online ISSN: 2029-5839