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Information technology can play a strategic role at micro as well as at macro — organizational and national‐levels. Developed countries have extensively benefitted from this technology at both levels. Can developing countries duplicate this experience with the technology and thereby foster healthy economic environment within their boundaries and strengthen their abilities to compete in the global markets? This paper addresses this issue. The paper evaluates the prevalent applications of information technology in developing countries, deliberates the potential of the technology, and presents a framework for realizing this potential. The framework proposes strategies to assure smooth and accelerated diffusion of technology in organizations. Importantly, the framework points out the factors, unique to developing countries, that must be addressed in technology planning and implementation. Ignoring these factors may result in failed systems and continued technological disadvantage.

This paper aims to address the complex nature of social performance (CSP/CSR) in building a trust-based consumer relationship. The relative and aggregate influence of corporate functional performance, corporate social performance (CSP) and shared values within a trust-based customer–brand relationship and their impact on behavioral loyalty in the forms of retention, referral and ease of voice are empirically tested.

Respondents were recruited to participate in a study on ice cream shop preferences. Structural equation modeling was used to simultaneously test the effects of independent variables on dependent variables.

Shared values mediate the effect that CSP has on trust and all loyalty behaviors. Trust has a significant influence on one behavior:retention.

The findings may be specific by industry, product type or consumer involvement. Further tests should be performed with varying levels of each.

Millennial consumers expect organizations/brands to engage in CSR activities, and, because of increased CSP reporting, are aware of an organization’s CSR efforts. If the CSP does not reflect the customer’s value system (shared values), the long-term relationship can be impacted negatively. Firms must strategically consider the values communicated by their CSR activities to build and care for long-term relationships with their target consumer.

This research is the first to integrate and test a comprehensive consumer relationship model of CSP.