Effects of market competitiveness on the relationship between corporate social responsibility and performance
Abstract
This research analyzed the effects of market competitiveness on the relationship between corporate social responsibility and market performance in the period from 2010 to 2018. A descriptive, documentary and quantitative research was carried out. The sample comprised 41 Brazilian companies. The results indicated that CSR is not related to market performance. On the other hand, CSR was positively related to market performance in highly competitive companies. These results reveal that the high market competitiveness enhances investments in CSR and increases performance. When considering the effects of market competitiveness in the relationship analyzed, the positive effects of social and environmental investments on market performance of only highly competitive companies were confirmed. These results suggest that investments in CSR contribute to the performance of companies with high competitiveness. By presenting market competitiveness as a relevant factor in the analyzed context, this research contributes to the literature that addresses the relationship between CSR and market performance. The findings show the importance of companies allocating resources for social and environmental actions, as such investments tend to improve future market value, benefiting stakeholders in the company and the environment.
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References
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