The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Veronika Tarnovskaya . photo

Veronika Tarnovskaya

Senior lecturer

Veronika Tarnovskaya . photo

Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets

Author

  • Veronika Tarnovskaya
  • Daniel Tolstoy
  • Sara Melén Hånell

Summary, in English

Purpose: The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Design/methodology/approach: Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). Findings: The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Originality/value: Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.

Department/s

  • Marketing

Publishing year

2022

Language

English

Pages

1-24

Publication/Series

International Marketing Review

Volume

39

Issue

7

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Business Administration

Keywords

  • Corporate social responsibility
  • Developing markets
  • Market driving
  • Multinationals
  • Systematic literature review

Status

Published

ISBN/ISSN/Other

  • ISSN: 0265-1335