CSR Implementation in MNEs: The Role of Distance and Prioritization of Demands

Abstract

How does distance influence the type of corporate social responsibility (CSR) implementation strategy the subsidiaries of a multinational enterprise (MNE) adopt? In this chapter, I argue that the relationship between distance and CSR relies on the subsidiaries’ relative need for internal versus external legitimacy. I propose that, on average, subsidiaries that are more distant from the MNE’s home country pay more attention to the demands of their local stakeholders compared to those of their headquarters because they want to acquire local legitimacy. I propose that this local prioritization will broaden the set of practices that distant subsidiaries implement on a certain CSR issue as they try to satisfy a larger set of stakeholders but reduce the extent to which they implement each of them. Furthermore, I expect that dependence on the parent MNE should limit the effect of distance on local prioritization, and therefore reduce the overall negative relationship between distance and CSR implementation level and focus. And finally, in case of high local stakeholders’ consensus, the overall negative relationship between distance and CSR implementation level and focus should again be assuaged. Thus, by looking at the subsidiaries’ simultaneous need for internal and external legitimacy and introducing the moderating effects of dependence on the parent and consensus among local stakeholders, this chapter nurtures the current discussions on the impact of distance on CSR implementation in MNEs.

Citation

Jacqueminet, A. (2017), "CSR Implementation in MNEs: The Role of Distance and Prioritization of Demands", Verbeke, A., Puck, J. and Tulder, R.v. (Ed.) Distance in International Business: Concept, Cost and Value (Progress in International Business Research, Vol. 12), Emerald Publishing Limited, Leeds, pp. 363-378. https://doi.org/10.1108/S1745-886220170000012002