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CSR orientation of future top managers in India

Dirk Holtbrügge (Department of International Management, Friedrich-Alexander University of Erlangen-Nürnberg, Nuremberg, Germany)
Marc Oberhauser (Department of International Management, Friedrich-Alexander University of Erlangen-Nürnberg, Nuremberg, Germany)

Journal of Indian Business Research

ISSN: 1755-4195

Article publication date: 17 June 2019

Abstract

Purpose

This paper aims to examine how future top managers in India develop their corporate social responsibility (CSR) orientation. Based on socialization theory, this paper investigates how individual determinants influence CSR orientation by focusing on the two main drivers of CSR in India – the philanthropic and strategic imperatives.

Design/methodology/approach

A survey of 204 students currently enrolled in a post-graduation program at an Indian Institute of Management was conducted via an online questionnaire. By applying a logistic regression analysis, determinants of CSR orientation are revealed.

Findings

The results of the study indicate the influence of different factors of primary and secondary socialization on an individual’s CSR orientation. The study finds that women and younger individuals have a tendency toward a strategic CSR orientation. Alternatively, religiousness and emotional stability predict a philanthropic CSR orientation. Furthermore, business school education leads to a strategic CSR orientation.

Research limitations/implications

The study focuses on a number of determinants that were evaluated to be important. Future research should broaden the scope and include additional, and more sensitive, factors.

Practical implications

The study provides insights that organizations can incorporate in their recruiting processes to strengthen their CSRO development.

Originality/value

The study addresses the gap that exists in current literature on CSRO in India by not just describing but diving deeper and investigating the demographic and psychographic determinants of individuals’ CSRO. A step further is taken to identify individuals’ inclinations toward either a strategic or a philanthropic approach to CSR.

Keywords

Citation

Holtbrügge, D. and Oberhauser, M. (2019), "CSR orientation of future top managers in India", Journal of Indian Business Research, Vol. 11 No. 2, pp. 162-178. https://doi.org/10.1108/JIBR-01-2018-0039

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited