Against the backdrop of increasing foreign direct investment flows in the developing economies in Asia, the investigation of topical aspects of corporate social responsibility (CSR) in the region increases in importance. We examine the CSR motives of four large indigenous agribusiness firms in India with a view of assessing the validity of the claim that CSR in this country, compared to developed countries, is influenced substantially more by moral, cultural, and religious considerations and less by self-interest and profit seeking. Unlike numerous other investigations of CSR that rely on questionnaires and company reports, our data are drawn from in-depth interviews and theme analysis revealing some intricate motives behind CSR behavior and business conditions that inspire them. Our findings challenge some previously reported results and indicate that the degree to which such a behavior is affected by the state of economic development and cultural differences may be smaller than is often argued.
The debate regarding the suitability of market orientation or culture of sustainability for corporate social responsibility (CSR) implementation and economic sustainability deserve much more scholarly attention as globalization and competition in emerging markets increases. Using qualitative content analysis of interviews with 28 senior managers of large agribusiness firms in India, this empirical article explores how market orientation or culture of sustainability affects CSR implementation, or vice versa? The findings of the study identify factors such as the nature of a firm’s business, sensitivity, commitment towards sustainable development, and pressure on profitability that prompt firms to adopt sustainability dominant, market dominant, and sustainability–market mixed corporate culture. Culture of sustainability dominant firms are likely to implement CSR more smoothly and effectively compared to firms that are driven by market orientation. Moreover, firms committed to substantial and consistent CSR are likely to induce culture of sustainability in firms. Finally, the study offers a framework that provides insights into how CSR program implementation and a culture of sustainability are complementary and could strengthen the economic sustainability of firms in emerging markets.
Indian agribusiness firms are facing increased challenges to manage their corporate brand because many negative implications of agribusiness activities on society are now under public scrutiny. Agribusiness firms are being blamed for environmental degradation, use of excess fertilizers and pesticides, and for promoting unhealthy foods. Such issues pose challenges to corporate brand building efforts of agribusiness firms. In recent years, the Indian agribusiness sector is witnessing a growing trend of using CSR activities to attenuate such negative impacts of agribusiness activities on the corporate brand building efforts of agribusiness firms. This chapter, through theoretical and empirical literature, explores the emerging brand-CSR relationship and uses of CSR as corporate branding strategies in the context of Indian agribusiness firms. The chapter highlights that instead of the traditional community-oriented CSR activities, key beneficiaries-oriented strategic CSR initiatives could be the way forward for sustainable corporate branding strategies in agribusiness.
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