Institutional and Market Forces: The Dominant Logic of Strategic Corporate Responsibility and Innovative Value Co-Creation

Abstract

Purpose – This chapter seeks to theoretically demonstrate that authentic corporate strategy is entrenched in an ethical responsibility, and ethical responsibility requires a strategic framework to qualify as a sustainable value co-creation process that determines the long-term success of the firm.Design/methodology/approach – Through economic philosophical analysis and content analysis, we critically reviewed literature which argues for the integration of corporate responsibility (CR) and corporate strategy both in theory and practice by putting the concept into a proper context of institutional and time-based dynamics.Findings – The chapter delineates the salient dimensions of the dominant logic (D-L) of strategic corporate responsibility (SCR). The traditional notion of CSR is explained, compared and contrasted with the transitioning process of strategic CSR and the D-L of SCR which is at the civic level. We also identified four global forces that serve as enablers of strategic CR logic.Practical implications – The D-L of SCR explains how a firm defines and redefines itself and not what a firm does. We underscore what firms are in the ‘process of becoming’ through a co-evolutionary process with markets and institutions. Firms which want to go beyond mere survival in the 21st century must see the D-L of SCR not as a choice but as an imperative constrained by these global forces.Originality/value of chapter – The novelty of this chapter is that it challenges traditional CSR and provides a shift in thinking about the concept of CR where sustainability and innovative strategies become the source of institutional and market legitimacy and hence a competitive advantage.

Citation

Ahen, F. and Zettinig, P. (2013), "Institutional and Market Forces: The Dominant Logic of Strategic Corporate Responsibility and Innovative Value Co-Creation", Alejandra Gonzalez-perez, M. and Leonard, L. (Ed.) International Business, Sustainability and Corporate Social Responsibility (Advances in Sustainability and Environmental Justice, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 97-131. https://doi.org/10.1108/S2051-5030(2013)0000011009