An Analysis on the Link Between Emerging Markets MNEs’ Reputation and Corporate Social Responsibility

Abstract

Purpose of this chapter – The chapter analyzes the link between cultural factors, corporate reputation, and social responsibility, considering the case of emerging markets MNEs.Design/methodology/approach – On data provided by the Reputation Institute, applied to the cultural clusters of Europe, we analyze, using multivariate linear regression, whether the inclusion of cultural dimensions as femininity and hedonism has a significant influence on corporate reputation, as one tends to strengthen corporate social responsibility, while the other is more connected with customer focus.Findings – Our conclusions point to the fact that, despite its many cultural clusters, Europe should be regarded, from the point of view of multinationals, as a homogenous region, where one corporate social responsibility strategy may well suit all markets.Research limitations/implications – Including inside data from multinationals may be a sound continuation of the study.Practical implications – The chapter guides multinationals into using cultural indexes when assessing the impact of their actions on their reputation, as perceived by consumers.Social implications – The findings influence CSR, as a component of reputation, making corporations rethink their CSR policies in the light of culture-mediated perceptions.Originality/value of chapter – The chapter looks at reputation and CSR from a novel perspective, that of cultural factors, and their impact on consumer perception.

Citation

Mihaela Dima, A. and Nicoleta Vasilache, S. (2013), "An Analysis on the Link Between Emerging Markets MNEs’ Reputation and Corporate Social Responsibility", Leonard, L. and Alejandra Gonzalez-Perez, M. (Ed.) Principles and Strategies to Balance Ethical, Social and Environmental Concerns with Corporate Requirements (Advances in Sustainability and Environmental Justice, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 51-66. https://doi.org/10.1108/S2051-5030(2013)0000012008