Corporate social responsibility orientation and organisational performance within the retailing sector

Andrew J. Zur, Melbourne Business School
Jody Evans, Melbourne Business School
Kerrie Bridson, Deakin University

Abstract

It is becoming increasingly apparent that organisations in the oversaturated retailing sector are looking for new ways to gain a positional advantage over competitors. Using the resource-based view, this paper proposes that investment in and implementation of socially responsible and sustainable practices and strategies is, in fact, a capability of the firm. Further, we suggest that an organisation is able to better achieve a positional advantage and subsequent strong organisational performance through adoption of a corporate social responsibility (CSR) orientation. We also posit that organisational culture, corporate strategy and target stakeholders influence the development of a strong CSR orientation.