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August 2020
Master’s Degree Thesis
The Effects of CSR Activity on the
Relationship Performance: The Focusing on the Control Mechanism and Relationship
Quality
Graduate School of Chosun University
Department of Business Administration
Hina Yaqoob
[UCI]I804:24011-200000333102 [UCI]I804:24011-200000333102 [UCI]I804:24011-200000333102 [UCI]I804:24011-200000333102 [UCI]I804:24011-200000333102
The Effects of CSR Activity on the
Relationship Performance: The Focusing on the Control Mechanism and Relationship
Quality
기업의 CSR 활동이 관계성과에 미치는 영향: 통제 메커니즘과 관계의 질을 중심으로
August 28, 2020
Graduate School of Chosun University
Department of Business Administration
Hina Yaqoob
The Effects of CSR Activity on the
Relationship Performance: The Focusing on the Control Mechanism and Relationship
Quality
Advisor: Prof. Park, Jong-Chul
This thesis is submitted to Chosun University in partial fulfillment of the requirements for the Master’s degree
May 2020
Graduate School of Chosun University
Department of Business Administration
Hina Yaqoob
This is to certify that the master’s thesis of Hina Yaqoob
has been approved by examining committee for the thesis requirement for the master’s degree in business administration
Committee Chair Prof., Chosun University Kang Seong Ho (Signature)
Committee Member Prof., Chosun University Chu Kyong Hee (Signature)
Committee Member Prof., Chosun University Park Jong Chul (Signature)
June 2020
Graduate School of Chosun University
TABLE OF CONTENTS
ABSTRACT vi
한 글 요 약 viii
I. INTRODUCTION 1
A. Levels of CSR . . . 3
1. Economic Responsibility . . . 4
2. Regal Responsibility . . . 5
3. Ethical Responsibility . . . 5
4. Philanthropic Responsibilities . . . 5
B. CSR’s Advantages . . . 6
C. Research Objectives . . . 8
D. Thesis Layout . . . 9
II. Related Work 10 III. Theoretical and Conceptual Framework 16 A. Corporate Social responsibilities and Business to Business Conceptualization . . . 17
B. Stakeholder Theory Approach to CSR . . . 20
IV. Business to Business Corporate Social Responsibilities and Relationship Performance 27 A. Business to Business Corporate Social Responsibilities and Trust 30 B. Business to Business Corporate Social Responsibilities and Commitment . . . 32
C. CSR and B2B Long Term Relationship . . . 33 1. Case Study . . . 34 V. Business to Business Corporate Social Responsibilities as
Control Mechanism on conflict and Opportunism 37 A. Opportunist Conflict as a control mechanism . . . 38 B. CSR activities and Community . . . 40 C. CSR activities and Financial Performance . . . 40
VI. Research Model and Hypothesis Development 42
A. P1: CSR activities will have reduce opportunism as a control mechanism . . . 44 B. P2: CSR activities will have negative impact on opportunism as
control mechanism . . . 45 C. P3: CSR activities will have reduce conflict as a control
mechanism . . . 46 D. P4: CSR activities will have positively impact on control
mechanism . . . 48 E. P5: CSR activities and B2B relationship will have increase the
trust in terms of relationship quality performance. . . 49 F. P6: CSR activities and B2B relationship will have positively
impact on the trust in terms of relationship of the quality performance . . . 50 G. P7: CSR and B2B relationship will have increase the commitment
in terms of quality of the relationship performance . . . 52 H. P8: CSR and B2B relationship will have positive impact on the
commitment in terms of the relationship of quality performance . 53
I. Discussion . . . 54
VII. CONCLUSION 61
REFERENCES 72
ACKNOWLEDGEMENTS 73
LIST OF ABBREVIATIONS AND ACRONYMS
LIST OF FIGURES
1 CSR Pyramid by Corroll . . . 4
2 Core areas of CSR by Stefanie Hiss. . . 7
3 Approaches of Theory . . . 21
4 Classification of Stakeholders . . . 24
5 CSR Research Model . . . 43
LIST OF TABLES
1 Different Types of CSR Activities by (Kramer et al., 2005) . . . 19 2 Classification of Stakeholder, Expectation by Lomgo et al. 2005 26
ABSTRACT
The Effects of CSR Activity on the Relationship Performance:
The Focusing on the Control Mechanism and Relationship Quality
Yaqoob Hina
Advisor: Prof. Park Jong Chul
Department of Business Administration Graduate School of Chosun University
The purpose of this study is to develop the understanding of the activities of corporate social responsibilities (CSR) from transnational, relationship of business to business (B2B) perspective. CSR is a key subject in industries nowadays and has successively developed a fundamental influence for organizations to implement in their policies. Further, associations have constantly existed dominant to any professional situation and even now due to the amplified competition on the international market place. This research investigates whether specific CSR actives can influence the relations with its B2B transnational relationships in terms of the quality of the relationship performance and as control mechanism. CSR be able to use in fluctuating senses and situations, though, this work is focused upon the societal dimension of CSR activities and relationship performance in B2B transnational relationship, mainly focused on the diminishing of opportunism as control mechanism and increased the trust and commitment in terms of quality of relationship performance, in order to explore and investigate whether the CSR initiative in any way influences the relationships and associations or not. Research aimed at examining, primary
forms and observations within a particular context connected with the B2B relationships and possessions of CSR activities, Research also focused on the reduction of the opportunities in B2B activities, In order to meet the purpose, previous research work was studied and findings were analyzed accordingly the main focused to get an results about the activities of CSR that has influence on the B2B transnational , it enhanced the quality of the relationship performance in B2B relationship and also have interaction with the other companies and the additional facilities that were presented to the B2B transnational relations through the CSR initiative. We will proceed from an ontology perspective to achieve our objectives and problem statement from the perspective of constructivism.
한 글 요 약
기업의 CSR활동이 관계성과에 미치는 영향:
통제 메커니즘과 관계의 질을 중심으로
야 쿠브 히나 지도교수: 박종철 경영학과
조선대학교
본 연구의 목적은 기업간의 거래(B2B)의 관점에서 전통적인 기업의 사회적 책임(CSR) 활동에 대한 논의를 진행하고자 한다. CSR은 최근 산업의 주요 주 제로 정책 시행을 통해 얻을 수 있는 중요한 영향력에 대해 지속적으로 발전시 켜 왔다. 추가적으로, 전문분야에서도 지속적인 우세를 보이고 있으며 심지어 해외시장에서도 경쟁이 심화되고 있기 때문이다. 본 연구는 구체적인 CSR 활 동이 관계 성과의 질적 측면과 통제 메커니즘 관점에서 B2B거래관계에 미치는 영향을 증명하고자 한다. CSR은 변동성과 상황에서 사용될 뿐만 아니라, 주로 통제 메커니즘으로써 기회주의의 감소와 관계 수행의 질적 측면에서 신뢰와 공헌을 높일 수 있는 부분에 중점을 두고 B2B거래적 관계에서 CSR활동의 관 계 성과와 사회적 차원에 초점을 두고 어떠한 연관성에 의해 관계적 영향이 나타나는지 탐색하고자 한다. 본 연구는 우선 CSR활동 과정과 B2B 관계에서 연결된 특정 상황정보를 검토하고, B2B 활동에서의 기회 축소에 초점을 두고 증명하고자 한다. 본 연구의 목적을 달성하기 위해 이전 연구를 탐색하고, CSR 활동에 관한 주요 결과를 얻기 위한 분석을 실시하였다. 뿐만 아니라 B2B관 게에서 관계적 성과의 질적 향상을 위해 다른 경쟁사와 CSR활동을 통한 B2B 거래관계가 있는 기관에 관해 추가적으로 상호작용을 살펴보았다. 본 연구에
서는 구성주의적 관점으로부터 문제를 확인하고 연구 목적을 달성하기 위한 실무적 관점에서 진행하고자 한다.
I. INTRODUCTION
CSR is a key subject in industries nowadays and has successively developed a fundamental influence for organizations to implement their policies. Whereas, associations have constantly existed dominant to any professional situation and even now due to the amplified competition on the international market place. CSR activities are now a day’s become more influenced topic for both the academia as well as for the practitioners, furthermore, associations have at all times remained dominant to some extent in the business and even further more in these days in line for to the sensitive struggle on the worldwide market. In addition to research regarding how B2B relations respond to a company as a consequence of CSR initiatives and their related activities is even more obscure, and thus an area that needs further expanding.CSR is not a whole new concept. It can be considered some of the roots, guilds and fraternities, financially or not, in charitable institutions, now CSR cannot be simplified by social activities, because there is also involvement of the other factors. The development of the CSR concept Integrate this strategic business strategy to present an initial debate for CSR analysis Benefits: “More and more companies in the last decade Business benefits of CSR policies and practices” [1] Well-known Carol (1999) Analyze and modify this complex and difficult concept describes it as a ”tortured concept within the academic literature. [2] formulates proposals for future research on CSR. [3]Rundle-Thiele and McDonald, L. (2008) proposed parting with the agenda, classify the concept of CSR into other areas various activities to consider assessing the whole Company performance. CSR is the incorporation of environmental and social concerns into our business. The program focuses on the idea that a company can make the world a better place. At the very least, they are
attempts to reduce the company’s negative footprint in the world, and can come from business leaders who sincerely wish to do the right thing. There is evidence that companies with strong CSR programs benefit from better public relations, happier customers and stakeholders, and improved financial performance. The basic definition of corporate responsibility goes beyond financial and legal issues. Therefore, four categories of business performance must be implemented.
Economically, legally Ethics and Charity [4].
CSR activities can play the role of an inducing factor inside the firm connections specifically, in the business connections between a specialized service corporation and with their B2B transactional relationship. CSR is a key subject in industries nowadays and has successively developed a fundamental influence for organizations to implement in their policies. Furthermore, associations have constantly existed dominant to any professional situation and even now due to the amplified competition on the international market place.
There is more research work that investigating whether a specific CSR initiative taken by companies that can influences the relations with its B2B transactional relationship. CSR be able to use in fluctuating senses and situations, though, this work is focused upon the societal dimension of CSR activities and relationship performance in B2B relationship, mainly focused on the control mechanism and quality of the relationship, in order to explore and investigate whether the CSR initiative in any way influences the relationships or not. Research aimed at examining, primary forms and observations within a particular social context connected with the B2B relationships and possessions of CSR activities.
We believe that connection between CSR and B2B transactional relationship are constantly evolving and changing, in part as a result of subjectivity and the unique traits we have among individuals within the relationship. In
addition, those interactions between partners are essential and most important to establishing, maintaining and developing relationships. These aspects are reinforced by Holmlund (2004), which mentions that their relationship with nature is dynamic and based on interaction. This corresponds to ontological approach constructivism, and according to Bryman and Bell (2011), it implies that reality is built in the way people interact with each other. The purpose is to understand the aspects that affect the relationship between CSR and B2B transactional relationship.
A. Levels of CSR
According to Carol’s Pyramid, a responsible business is one that meets all levels of responsibility before starting a charitable work. The company cannot retain it unless we perform other responsibilities. According to [4] Carroll (1983),
“Corporate social responsibility is related to the conduct of business, so it is economically profitable, legally compliant, ethical and socially supportable.
Fulfilling social responsibility means that profitability and obedience to the law are the most important conditions when discussing the degree to which a company’s ethics and the contribution to a society that exists as a contribution of money, time, and talents. The various layers of the pyramid will eb more help full to see the different types of duties that society expects from business. The four level’s of CSR carroll model shown in Fig. 1.
The CSR idea has been a topic of discussion since the 1950s. But it was much later that people began to understand its meaning, significance, and influence. CSR gained popularity after being defined by Archie Carroll’s
”Pyramid of Corporate Social Responsibility” in 1991 in the form we see today.
The ability to explain CSR’s ideas into four areas of simplicity while still
Figure 1: CSR Pyramid by Corroll
making the pyramids CSR’s most widely recognized in corporate social theory.
Carroll’s pyramid suggests that the company must take responsibility on four levels: Economic Responsibility ,Legal Responsibility, Ethical Responsibility ,Philanthropic Responsibility.
1. Economic Responsibility
The lowest level of the pyramid is the company’s first responsibility to gain profit.
Without profits, the company will not be able to pay the employee even before starting the CSR activities, and the employee will lose his job. Profit is the only way for a company to survive long term and benefit society. It also means that
it is the company’s duty to produce goods and services that customers need at a reasonable price.
2. Regal Responsibility
The second level of the pyramid is the legal obligation of the company to comply with the law. This is the most important level because it shows how companies do business in the market. Employment law, competition with other companies, tax rules and employee health and safety are examples of legal responsibilities that businesses must comply with. It can be very bad for a company without legal liability.
3. Ethical Responsibility
The ethical layer of the pyramid is described as doing the right thing, avoiding fair and fair damage in all situations. The business must not only comply with the law, but also conduct the business ethically. Unlike the first two levels, this is what the business does not require. However, it is best for the company to act ethically, not only to show stakeholders that they are moral and impartial, but also to make it easier for people to buy goods services from the company. Some examples of being environmentally friendly and dealing correctly with supplier’s employees are ethically responsible.
4. Philanthropic Responsibilities
At the top of the pyramid is a charity that occupies the smallest space. Companies have long been criticized for instance by their carbon footprint, pollution rates, and the use of natural resources. To offset these injustices, they should ”turn
back” to the communities they receive. This is a top level CSR, but we should not think lightly because many people want to do business with companies that give back to their communities. Charity responsibility is more than doing the right thing, but giving back to the community is in line with the company’s values.
Fig. 2 depicts the three core areas of corporate social responsibility. Corporate Social Responsibility (CSR) is not clearly defined, but is an internationally recognized concept of responsible corporate behavior. In short, CSR refers to a company’s moral and ethical obligations in relation to its employees, the environment, its competitors, the economy, and many other areas of life that affect business. Following are the three core focuses of corporate social responsibilities by Stefanie Hiss.
• The area of internal responsibility does not reach the public, but includes all internal strategies and processes essential to the company’s ethical direction.
• The mid-responsibility area includes all areas that are publicly effective and have a direct.
• The area of external responsibility is for all activities that require action. For example, as a company conducts charitable activities (mostly financially), it interferes with or adapts to daily business processes.
B. CSR’s Advantages
The most important benefit is the satisfaction with the organization’s own responsibilities, besides this can be emphasized as a resume of satisfaction and major CSR benefits.
Figure 2: Core areas of CSR by Stefanie Hiss.
• Building a reputation as a responsible company; Connect with emerging markets Share, retain, and investor confidence in key employees CSR.
• Change relationships based on the value of the entire chain based on trust and behavior right way to suppliers and customers.
• Improve working conditions and extend staff motivation and productivity.
• Reduce legal conflicts on compliance with regulatory requirements.
• Improve community relationships and implications, the various opportunities this question raises in terms of reputation, positive press and wealth.
• Assume the positive and negative impact of business activities as key Problems in management decisions in the long run.
• Redesign process using CSR green parameters, waste reduction, that often simplifies operations and saves money.
Risk management as an important benefit of CSR in short term. Levine (2008)
“Reason to implement a CSR program, In short, risk management and legal guarantees, Compliance companies may face several legal and reputational risk.
C. Research Objectives
This study explores the relationship between CSR and B2B transnational relationship .The study reveals how CSR activities effects on the B2B transnational relationships and increase the performance of the quality relationship. The purpose of the study is to identify the challenging factors
of CSR activities in B2B relations and increase the quality of the relationship performance. Research identifies how CSR activities increase trust and commitment regarding to the quality of the relationship and its effects on the performance of the B2B transnational relationship. Researches identify the concept of CSR activities that reduce the opportunism as well as reduce the conflict as a control mechanism. The anticipated involvement in the B2B relation about the present approaching concept of CSR activities that demonstrate the strength as well as weaknesses of current marketing theories and enhance the necessitate of new interaction and relational theories about the CSR in B2B concepts.
D. Thesis Layout
The thesis is organized as follows. In Chapter II, we present the existing literature review of CSR activities and B2B relationship.In chapter III, we describe B2B corporate social responsibilities and quality of the relationship performance in the context of the commitment and trust. Next in Chapter IV, we discuss B2B corporate social responsibilities as control mechanism on conflict and opportunism. Whereas, we propose a research model to understand CSR and B2B relationship in chapter V. We mention the research limitations of current research and suggest recommendations for future work in chapter VI.
II. Related Work
Authors in [5] investigate the efficiency of three mechanisms to manage opportunism in hotel marketing. The general target of this examination was to explore the viability of three systems for overseeing advantage in inn promoting channels. Specifically, they intrigued in deciding how an inn’s advantage toward its image central command could be restricted by utilizing three administration systems: brand base camp’s responsibility for lodging, the inn’s interest in resources explicit to its relationship with its image central station, and the advancement of standards and qualities shared by both the Central command and its inn (i.e., social trade). considered the viability of these three systems for restricting inn advantage both separately and in mix; discoveries have suggestions for the two chiefs and scientists.
Authors in [6] Investigate the effects of customer satisfaction, relationship on customer retention investigate the broadcast communications benefits, the creators look at the impacts of consumer loyalty, full of feeling duty, and calculative responsibility on maintenance. The investigation further looks at the potential for situational and relational trigger conditions to direct the fulfillment maintenance relationship. The outcomes bolster predictable impacts of consumer loyalty, calculative duty, and earlier agitate on maintenance. Earlier agitate additionally directs the fulfillment maintenance relationship. The outcomes have suggestions for both client relationship supervisors and analysts who use fulfillment studies to foresee conduct. The authors [7] studied the conflict resolution behavior and performance outcomes. The investigation is based on the relationship climate, control procedures, communications and their impact on behavior and performance results. They track the full range of peace making
related develops in the calculated model, from forerunner conditions to the consequent of refereeing. Exact outcomes, using an example of 282 retailing operators associated to an enormous North American provider (head) across two years, demonstrate solid proof for fourteen of the eighteen speculations drawn from our applied model. In particular, among different impacts, information un-cover that previous history of agreeable versus conflictive directions and bureaucratic versus trust-based administration instruments essentially impacts the correspondence methodologies received, which decide if the distributive or integrative compromise practices are embraced. Further, the decision of compromise practices embraced equivalently impacts social execution, and the kind of correspondence procedure received impacts monetary execution. Authors in [8] studied the hypothetical system for the investigation of hierarchical learning in promoting diverts is created right now. The structure depends on:
the degrees of learning sub-processes and the intellectual degrees of learning, explicit, natural, and hierarchical components are likewise consolidated into the system. At that point, to help clarify how advertising channels recall what they have realized, potential highlights of hierarchical memory are investigated.
Based on past research and a progression of contextual investigations, a few suggestions are created to explain the connections between the different develop.
At last, look into headings are created to control future observational testing of the hypothetical structure progressed. Authors in [9] distinguishes three conventional ways to deal with controlling accomplice advantage (accomplice determination, motivating force structure, and observing) and exhibits and applied system on how substance makers utilize these methodologies in dealing with their provider connections, with specific spotlight on the forerunners of various control procedures and the inter-dependencies among them. Theories
were tried with regards to acquiring understandings between the producers and their providers, utilizing buying chiefs. Hypothetical builds of a survey that incorporated purchaser’s and providers particular ventures, capability of provider capacity and inspiration, observing, and buy significance were factor broke down. Results by and large help the theory that organizations’ decisions among control instruments are affected by relevant components. Authors in [10]
observe the company relationships through mutual beneficial corporate social responsibilities. Corporate social duty (CSR) keeps on picking up consideration on the corporate motivation and at this point a significant part of the discourse among organizations and their partners. There is still little direction concerning how organizations can actualize CSR action so as to boost comes back to CSR speculation. Obtaining from the writings on implies cut off chains and association showcasing, researcher propose a reasonable way that clarifies how CSR furnishes singular partners with various advantages (useful, psychosocial, and qualities) and how the sort and degree to which a partner gets these advantages from CSR activities impacts the nature of the connection between the partner and the organization. Authors in [11] depict the basic need to perceive the nearness of two distinct kinds of fulfillment for successful channel administration and financial fulfillment, that is, a channel part’s assessment of the monetary results that stream from the association with its accomplice, and social fulfillment, a channel part’s assessment of the individual contacts and associations with its trade accomplice. Estimation instruments allowing channel specialists to make the qualification among monetary and social fulfillment are created and tried.
We give proof on the pertinence of this differentiation by indicating that the two kinds of fulfillment possess remarkable situations in a theoretical arrangement, as dictated by differential relations with accomplice’s utilization of intensity and
reactions to channel relationship issues. The ramifications of these distinctions in impacts are talked about and show that channel administrators ought to know of the sort of fulfillment, they are cultivating in their channel partners.
Authors in [12] investigate the corporate social responsibility in business-to- business market. Regardless of the high pertinence of corporate social obligation (CSR) in flow business practice and the impressive research on CSR results in buyer markets, examinations of its impact on hierarchical business connections are rare. Depending on instrumental partner hypothesis, the creators create and observational test a structure of the impact of a provider’s CSR commitment on hierarchical client results. Discoveries from an assessment of 200 cross- industry provider client dyads uncover constructive outcomes of two features of a provider’s CSR endeavors on client faithfulness through unmistakable components. Business practice CSR encourages clients’ trust, while humanitarian CSR reinforces client organization distinguishing proof. The creators recognize a provider’s genuine CSR commitment and clients’ impression of these CSR exercises. The role of dynamic relationship marketing is investigated by authors in [13] According to their observations, firms routinely take part in relationship promoting (RM) endeavors to improve their associations with colleagues, and surviving exploration has reported the viability of different RM systems. As per the point of view proposed as clients move through various relationship states after some time, not all methodologies are similarly compelling, so it is conceivable to recognize the best techniques given clients’ states. The creators apply a multivariate concealed Markov model to a six-year longitudinal informational index of 552 business-to-business connections kept up by a Fortune 500 firm. The investigation recognizes four dormant purchaser dealer relationship states, as per each client’s degree of responsibility, trust, reliance, and social
standards and it tight catches clients’ relocation across relationship states through three positive (investigation, gift, recuperation) and two negative(Disregard, disloyalty) relocation systems. The best RM methodologies across movement ways can help firms elevate client movement to better states and forestall crumbling to more unfortunate ones. A counterfactual versatility examination analyzes the general significance of various relocation procedures at different relationship stages. This exploration along these lines moves past surviving RM writing by concentrating on concentrating on the differential viability of methodologies across relationship states, and it gives administrative direction with respect to productive, unique asset distributions.
The role of customer gratitude in relationship marketing is investigated by authors in [14]. According to their observations, most speculations of relationship promoting underscore the job of trust and responsibility in influencing execution results; in any case, an ongoing meta-investigation demonstrates that other intervening components are grinding away. Information from two examines a research center analysis and a dyadic longitudinal field review exhibit that appreciation likewise intercede the impact of a vender’s relationship showcasing ventures on execution results. In particular, relationship advertising speculations produce momentary sentiments of appreciation that drive enduring execution benefits base on appreciation related complementary practices. The creators distinguish a lot of authoritatively applicable factors and test their capacity to adjust client view of relationship advertising ventures to build client appreciation, which can make relationship promoting programs progressively successful.
Generally, the exploration observationally exhibits that appreciation assumes a significant job in seeing how relationship showcasing ventures increment buy expectations, deals development, and portion of wallet.
III. Theoretical and Conceptual Framework
In this section we thoroughly present the existing theory, the basis of this study.
This research focused on the conceptual frame work of the CSR activities related to B2B transactions:
• If we talk about the previous work of the CSR activities that is mostly linked to the consumer reactions and also examined by the researchers but in this research work, we focused on the CSR activities out comes not in context of the B2C but in context of B2B. We can say that the CSR activities positively effect on the B2B transactional relations in context of relationship quality performs, B2B transactional companies has commented with the CSR related issues.
• According to the examination of the previous research study we can say that the researchers worked on the supplier or either work on the customer side, but in this research we investigate the CSR activities, and the perception of the transactional relationship in B2B context for these activities related to the behavioral and psychological outcomes regarded to the trust, commitment, satisfaction and loyalty.
• From the perspective of the theoretical and scientifically distinguish there are two aspects of the companies CSR activities. CSR activities related to the perspective of the business practices, and engagement in the philanthropic activities.
From the previous research work of the scholars we can identify the beneficial effects of the CSR activities, so there is lack of the research work from the perspective of the control mechanism of CSR activities in B2B relations, with the
stake holder’s interpretation and the reactions of the company’s CSR activities from the stake holder and social exchange theory we derived that CSR activities creates the long term relationship benefits for the customers firm by increasing the trust as well as the quality performance of the transactional B2B relations [10].
A. Corporate Social responsibilities and Business to Business Conceptualization
There are number of factors related to CSR in B2B a relation that presents the circumstances where the level of trust, commitment is highly required so it is cost effective to have interaction and corporation in the relationships as opposed to being the opportunist and transactional when there is lack of commitment and trust. Consumers motivated the CSR activities in B2B firms and the regulators impaled them to become more responsible by socially, so CSR is primarily driven by describes the “narrow business case model” (solely financial returns),
“the narrow social-values led model”(solely non economic social/environmental motives) or a mixture of the two called “the broader syncretism stewardship model [15]. (Kollock 1994, p. 318). There is empirical support for the positive effects of relationship quality In B2B relations involves trust and commitment that verifies and strengthens belonging to the CSR activities [16]. We consider the impact of trust and commitment in identifying B2B transactional relations research based on the views of social exchange theory Trust in the organization as a key pioneer of the organization. Empirical evidence from various contexts supports this theoretical basis. (De Cremer, Van Dijke and Bos 2006) and [17]
empirically supports this link to their views I n the context of B2B transactional relations.
The recent gap in CSR and business to business ethics research is how and where CSR ethics is currently practiced within a particular business sector’s activities in the context of other business sectors and countries. The previous study proposed worked on the evaluated CSR ethics that performed in the context of organizations operating in the business-to-business (B2B) sector. A B2B environment consists of organizations that provide products and services to other organizations for final consumption, or provide these products as intermediary products for inclusion in their own products or services; distributed to end consumers or other organizations in the supply chain. There are a number of factors that influence the behavior of buyers in the B2B market, and include:
functions of cost in terms of the price paid in relation to obtaining transactions, relationships and loyalty, ethics, trust, commitment and other benefits included in the CSR and B2B relations. When B2B organizations attempt to develop a theoretical framework for evaluating CSR, they face the problem of separating purely B2B analytical units without interference from the B2C environment.
Idealist, positivist empirical research environment It is common to identify dependent variables (CSR activity) of the object to be measured within the closed system and independent variables (relationship performance) in an independent B2B transactional relationship. This is a difficult task because CSR affects multiple stakeholders of varying importance and multiple organizations involved in the supply or demand chain (Juttner Christopher, 2007; Ellis 2011).
The various influencing factors that potentially involves CSR activities in individuals as well as social, environmental and organizational environments.
This theoretical concept represents the complex interaction of a network of B2B relationship, driven by CSR demands that not only interact with social norms, regulators and pressure groups, but also influence them. I think this group
Table 1: Different Types of CSR Activities by (Kramer et al., 2005)
Compliance Management of business operations to create social benefits according to legal standards.
Best practices
Managing business operations to create additional societal benefits due to the motivation of the owner or the expectations of society.
Innovation
Development of new products or services that offer societal benefits as specific part of the consumer value proposition.
Voluntary support
Voluntary contribution of money, time, products or services that either acts of good citizenship that do not address elements of the competitive context, or contextual investments that strength the future competitiveness of the company or industry.
will affect, The width and direction of the organization’s CSR agenda arrows indicate the potential scale and direction of the proposed CSR impact within the external business environment and within the relational business interactions between companies with B2B relationships .Only interactions that appear to be important in relation to CSR within B2B are transactions that directly affect external stakeholders However, the impact of CSR on the B2B process within these interactions is interlinked.
CSR employs a variety of activities, and it is unrealistic to cover all of them.
thus ( kramer et all., 2005) categorize these activities into four main groups as shown in table.1.
B. Stakeholder Theory Approach to CSR
The stakeholder theory derived from the academic sphere of economics, sociology, politics, ethics, with highlighting in the research work related to strategic organizational preparation, systems theory, corporate social responsibilities , and organizational theory [18]. After a years of working with further investigators to define stakeholder justice in organization cfreeman1983stockholders. Stakeholder theory was important to help CSR scholars identify and embody the social obligations of the business [19].
Many studies were using stakeholder ideas and terminology (Wood, 1991) and also preferred stakeholders. Stakeholder theory considers the company key stakeholders. Often a group or individual affect your company’s goals, [20].
According to the inspection reason Company stakeholders [21], so we can distinguish three approaches as depicted in Fig. 3.
• Descriptive approach suggests research for the company Stakeholder relationship to provide an understanding of how the company handles a variety of stakeholders.
• Normative approach suggests research for the company Stakeholder relationship for Identifying stakeholder interests and provide guidance on how to explain them using morality or theoretical principles.
• Instrumental approach also Stakeholder relationship to identify stakeholder interests. But unlike the normative approach Instrumental approach includes organizational performance Results from accounting for these Attention.
Inimitable aspects of the access to the stakeholder theory are that the link is
Figure 3: Approaches of Theory
explicitly proposed. Stakeholder Management Activities (Funds) for Corporate Performance Outcome.(Donaldson and Preston 1995; Freeman 1999). Is a way to improve performance approximate stakeholder control activities create profits that stakeholders value [10]..Approach when investigating CSR, stakeholder theory has provided a new way to organize thinking about organizational responsibilities and has to do with passing values and moral principles to organizational management to succeed (Simmons, 2004). Freeman [20] defined stakeholders as slightly object that exaggerated by or capable to influence the firm’s strategic purposes, recitation the connection of a business with its exterior sphere as well as the society’s behavior inside that domain. Enlightening, [20]
point out that the corporation acquired definite duties to each unit or stakeholder as they obligated and devolved attention in the business activities as well as responsibilities experienced on behalf of the corporation, depiction from a border
of situation that thought corporations obliged to the exterior domain enclosed of exterior entities. Several studies have documented [20] definition of stakeholders as persons or clusters that can inspire or be influenced by an firm’s scope of purposes This countless scope of stakeholders was extended in the 1990s to be accepted as a multi dimensional agreement between a corporation and its identified stakeholders [18].The research classified stakeholders in several ways [22], [23] used to classifying stakeholders as internal or external approach, Internal stakeholders include managers, shareholders and company’s employees and unions, and external stakeholder includes general public (e.g. community and locals), media and government.
The CSR activities and ethics should be considered as a main strategic issue and it should be associated to other strategic activities in the firm. CSR and B2B activities increasing its effect in an extensive group of the stakeholders that exist in the internal and the external environment of the company ,So many organizations are under the stress to fulfill the needs of theses stakeholders to maintain their position for the longer period in the field of the business.
We can distribute the stakeholder theory in two main parts: According to the theory person or a group or a firm can be effect or be affected by the firm’s activities to achieve the purpose. So the activities of the stakeholder related to the performance of the CSR activities, the primary stakeholders are “entity that associated with market exchanges that relates to the market exchange directly (e.g. consumers, employees, partner companies, etc.) and influences on the firm performance, among key stakeholders, consumers and partner companies, research show that these stakeholders have a profound impact on the company’s performance. [24].
The secondary stake holders are included communities, civil society
organizations, and nonprofit organizations, the research suggested that the nature of the CSR activities refers to the philanthropic obligations and the ethics of the firm [4]. CSR concept divides CSR activities into two aspects based on stakeholder theory [25] According to theory, the group or individual surrounding a company influenced by the company’s activities to achieve its main purpose, This led to stakeholder’s activity are more related to corporate performance therefore, based on stakeholder theory CSR activities can increase stakeholder value. As a key principle, The main stakeholders are “entity that associated with market exchanges that trade directly (e.g. consumers, employees, partner companies, etc.) that influence on the firm performance [22]. The theory shifts from the industrial and business structure to the economic structure. The theory responds very well and communicates in a growing ability it increased in the interest of capitalist and environmentalist and also for the growing globalization market. For instance, many managers and planers aimed at planning and applying strategic tactics grounded on inner information started with the costs of better levels of struggle responding to unpleasant encounters from broadcasting, global competition, purchaser supporters, environmentalists, and etc (Freeman, Harrison, Wicks, 2010).According to the existing research we divide into two main concepts on the stakeholder theory as shown in Fig. 4.
• The first one refers to the activities of the CSR that affects the qualities of the primary stakeholders as business perspective of the CSR activities. Such CSR activities are considered to be a key element of corporate management activities for stakeholders of market exchanges.
Therefore, business practice CSR activities focus on legal responsibility and compliance with social responsibility, ethical obligations and fair
Figure 4: Classification of Stakeholders
trade. This theory is consistent with the ethical obligations identified by (Carol 1991) Depend on stakeholder theory, the research study focused on the influence of a supplier’s CSR activities on organizational business to business transactional relations outcomes. Findings collected from the previous literature work of business to business expose have optimistic effects on the facts that the CSR struggles on consumer trustworthiness and loyalty from distinct mechanisms the commercial activities of CSR stimulate consumers’ trust, while charitable CSR build up customer’s corporation identification. This research study differentiates the business to business transactions of authentic CSR activities and consumers’ thinking for the activities of CSR. So they think through dominant contingency aspects area producing ambiguity and dependency in B2B connections that regulate the efficiency of the CSR activities.
• Secondly we define “charity CSR activities” as activities that reflect the characteristics of secondary stakeholders who do not engage in business with the company, such as communities and non-profit organizations, these activities are not the financial performance of the company, but the voluntary and philanthropic behavior of the company when carrying out CSR activities. Thus, charity CSR activities are associated with community development, social welfare and community service. We also use CSR reputation to measure our partner companies’ CSR performance. This is because the focus company cannot evaluate the actual CSR activity of the partner company [26].The stakeholder theory shifts from the industrial and business structure to the economics structure, theory responds very well and communicates in a growing ability it increased in the interest of capitalist and environmentalist and also for the growing globalization market. For instance, many managers and planers aimed at planning and applying strategic tactics grounded on inner information started with the costs of better levels of struggle responding to unpleasant encounters from broadcasting, global competition, purchaser supporters, environmentalists, and etc. [19]
The key idea for capitalism is that entrepreneurs or managers understand stakeholder interests and create value,” by Freeman (2008 p.165). Yes, sometimes conflicts of interest, but over time direction, In other words, these actors will be willing to cooperate in organizational activities with common interests to improve corporate goals. [27] identifies the needs of major stakeholders regarding the value of business creation and classifies them as shown in table.2. A very well- known study of stakeholders is the study of Berle and Means (932,). They found
Table 2: Classification of Stakeholder, Expectation by Lomgo et al. 2005
Stakeholder’s category
Stakeholder’s business expectations
Employees
Health and safety work, development of workers’ skills, well being and satisfaction of worker quality of work, social equity.
Suppliers Partnerships between ordering company and supplier.
Consumers
Product quality, safety of consumer during use of product, consumer protection,
transparency of consumer product information.
Community Creation of added value to the community, environmental safety and production.
the result of separating ownership and control. The implication of research on
“modern corporations and private property” is that all shareholders’ voting rights are transparent and accountable. This is because there is a discrepancy between those who hold stock and those who do not. Another study used a stakeholder approach to define the CSR effect as ”the ability to satisfy a wide range of components within an external organization.” argued that researchers can view stakeholders as having different responsibilities when they affect or influence business organizations.
IV. Business to Business Corporate Social Responsibilities and Relationship
Performance
The section begins to understand CSR, activities and performance, within a B2B relations environment. Many researchers examined the B2B transactional relations and Stakeholders (e.g., scale companies, non-consumers, shareholders) respond to CSR activities ingredient influence. That linked to the recognition of opportunities for CSR commitments. Many scholars takes alternative tools for testing the characteristics of the CSR activities intensity with regarded to the relationship of the quality performance. This study is the B2B transactional relations regarding to the CSR activities and it is expected that stakeholders get a response Invest in the form of improved and sustainable CSR activities considerations in a B2B competitive transactional relationship which have impact on CSR performance of commitment and trust is provided to investment suppliers for CSR activities regarded to the B2B relations between the partners.
The effects of corporate social responsibility on consumer opportunities of company sellers product performance and the inter-mediating possessions role of product on consumer opportunities of product performance. For years, firms have combined CSR as a commercial tactic to occupy numerous investors in a satisfactory means. Wide collected works has exposed in what ways CSR determine the equity of product to endure a product’s competitive benefit over that enhanced productivity and status in the marketplace; furthermore, it has designated the significance corporate social responsibility as influencing product performance and relationship of the quality performance of B2B relationship.
This study successfully secure cracks in the existing works by talking on the influence of corporate social responsibilities as focused on the parties in the B2B atmosphere, thus clarifying the worth formation and reallocation over the influence of the stakeholder theory. Investigation exposed that dealer CSR expressively have influenced on the product presentation and on the performance opportunities of purchasers, with product equity, in work to improve product performance opportunities. Approving that contractor CSR investment turned into the competitive improvement with B2B transactional relationships and emphasized the existing prospective of achieved expenditure by contractor’s business promotion unions to significant investor’s clusters. The influence of CSR performances on product appreciation and estimated the relationship performance in terms of the trust and commitment,CSR enterprises enhanced a firm’s investor‘s connections, by authenticating the company’s nationality promise in a quantifiable procedure. In this method, a firm used corporate social responsibility as a tool to encounter its social responsibilities, so demonstrating its responsibility to investors [28].
The buyer-supplier relationship services to focus supplier CSR investment that encourages purchaser interest, improves buyer loyalty and commitment reinforces client confidence, extends the buyer supplier relationship, and generates a marketable situation, that addresses supplier social responsibility .Additionally, research offers the value of corporate marketer investment in the marketing quality relationship of CSR initiatives to educate and influence business-to-business transactional relationship. Research confirm the business case for extending beyond the traditionally targeted business consumer and internal markets to enhance corporate social commitment to the growing stakeholder segment populated by B2B parties responsible for signaling purchase
decisions.
An activity of CSR in business to business relationships assist the focused seller CSR investment that boosts partner’s buyer attention, increases consumer commitment , trust and loyalty, supports customer confidence, prolongs the business to business relationship, and produces a marketable place that talks on the supplier and community obligation. Moreover, this study proposed the importance of corporate seller investment in the b2b context of corporate social responsibilities that initiative to describe and boost the activities of business to business customer’s orientation. Outcomes supported the corporate circumstance for spreading beyond the conventional targeted customer and interior markets to inter connect business social obligation to the increasing investor’s selection occupied by B2B transctional parties accountable for indicating consumption decisions.Although investigation has exposed that customer significance that business emphasis on societal problems, that indicates that corporate Consumers in the productions, suppose product performance to develop as a consequence of performance of business with corporations that finance in societal initiatives, so we can say that company dealers are capable to mark a durable circumstance for the company to capitalize in B2B marketing finances and resources. Participation in business to-business relationships supports focused seller CSR investments that increase buyer interest, increase business commitment, loyalty, support customer trust, extend business-to-business relationships, and create markets to talk about supplier and community obligations. In addition, the study proposed the importance of investing in corporate sellers in the trading and performance of corporate social responsibility to undertake initiatives to explain and enhance the activities of B2B transactional relationship .The results supported the business environment beyond existing target customers partners and internal markets to
interconnect business social obligations to the growing investor section accounted by B2B consumers responsible for indicating consumption goals. The study revealed the importance of customers in the business to business quality of relationship performance to business emphasis on social issues, but the study indicates that the business consumer of production assumes product performance to be developed as a result of business performance with companies funded by social initiatives. Dealers can show a durable environment where companies can leverage B2B marketing finance and resources.
A. Business to Business Corporate Social Responsibilities and Trust
The key factor of trust in an exchange relationship is under the assumption that when the trustee’s behavior is predicted and the trustee is capable of predicting that behavior [29]. In this context, suppliers can provide signals about unexpected organizational features to improve the forecast, thereby providing credibility to partner companies. Therefore, strong CSR activities can be indicative of a company’s positive characteristics. In particular, current literature suggests that positive CSR activities affect a company’s reputation, namely trust and essential trust which is an essential element of trust. Therefore, research suggests that the perspective of the previous research the credibility of the CSR should be an indication of the credibility of the partner company. According to the signaling theory, the signal used to determine the effect of information signals so CSR is important for determining the effect of the information indicator.
In this regard, the CSR reputation of the business to business practice partner company is related to the reliability of the partner company in terms of the implementation of the focus commitment, and trust which serves as a signal to
the focus company’s credibility. Therefore, business practices CSR activities has a positive impact on trust in B2B partnership. On the other hand, charity CSR activity refers to the altruistic behavior of business partners. The recognition of CSR activities of partner companies is called “CSR reputation” based on this concept, we define our business practices CSR performance and as a perception of partner companies ’CSR activities to key stakeholders, and a charitable CSR reputation is our perception of partner companies’ CSR activities to secondary stakeholders. This concept of CSR activities empirically tests the impact of partner company CSR activities on trust and B2B relationships. This is because of the focus company cannot evaluate the actual CSR activities of the partner companies Therefore reach recognition of CSR activities of partner companies as “CSR reputation” that linked to the trust and performance based on these concepts, business practices CSR reputation as an awareness of CSR activities of partner companies charitable CSR reputation is a recognition of CSR by our partner companies. Secondary stakeholder related activities. Empirically using these concepts of CSR activities test the impact of partner company CSR activities on trust and B2B relationships.
Researchers predict that the factors like societal, environmental, economical and financial factors motivated the CSR activities in the organizational settings.
According to the history on the CSR there is a complex interaction of the groups that consists the individuals motivation from the CSR needs that influencing as well as influenced by the social norms, controlled and creates the pressures in the groups that all have interaction with each others. So they believe of the group members that to influence the CSR plan of the firm. So the track of the CSR influenced the business environment in the organization as well as within the business to business transactional relation between the firms. In
the previous research the researches think that in the CSR activities the only important connections in the B2B transactional relations that have direct impact on the stakeholders externally, so many authors belief that their interaction in B2B transactional relations concerned with decision making power and trust plays an important role.
B. Business to Business Corporate Social Responsibilities and Commitment
In a B2B environment, companies are constantly under pressure to enable customers to use, satisfy, and enhance their competitiveness of their products fulfill their commitments Therefore, research on precedents of customer satisfaction has been actively conducted also, and many scholars explored the CSR activities, related to B2B relations and commitment. For example in the restaurant business, and many other industries customer satisfaction enhances the customer’s emotional commitment. Similarly, in the banking industry, previous studies have shown that customer satisfaction has an essential effect on customer commitments many researchers revealed a strong link between customer emotional commitment and satisfaction. Based on these results, study attempts to verify this transactional B2B relationship and commitment are interred linked.
Previous studies have shown that commitment satisfaction and trust is an essential component of the company’s strategy to achieve partner’s loyalty.
Customers tend to be more committed with a desire to build long-term relationships when the achievement is high as a result of the company’s value .Organizational commitment and satisfaction in B2B relationship represents a
central determinant. It suggests different types of impact on different variables and the guarantee of the company’s financial success .Previous studies have shown that when evaluating goods and services, business commitment and Satisfaction affects relationship. Commitment in business to partners want to build a deeper, more sustainable organizational network that goes beyond cost benefits, based on the brand product or valuable experience. In addition, business relationship commitment has been proven to have a significant impact on CSR activities providers in B2B situations, In the manufacturing sector, commitment has been shown to be an essential decision in CSR activities to retain in a B2B relationship, so B2B commitment and satisfaction plays a vital role in CSR activities and relationship of the performance.
C. CSR and B2B Long Term Relationship
Depiction of the stakeholder and social exchange theories, we can analyze that partner firm’s CSR performance would affect long term relationships through trust, commitment, and relationship of the performance. Through empirical analysis, we found that business practice CSR is positively related to long term relationships through trust commitment and B2B partnership. We will also present some theoretical and managerial implications of this study in this thesis.
The main focused was on the effect of the firm’s corporate social responsibilities (CSR) activities on the long transactional relationship in the field of business to business perspective. So here we have made points to understand the relation between the partner’s firm and the performance of the CSR activities: that are included: Business Practice, CSR performance, Philanthropic CSR performance and reputation, Trust, commitment,Long-term relationship, The optimistic status
of a partner firm might raise a firm’s value, however a destructive status may damage equity of the brand of any firm and also negatively effect on the customer commitment and trust. So, in repetition, a partner company’s reputation and performance has image in terms of the activities of the CSR is a significant dispute in B2B relations.
1. Case Study
For instance, Nike company has been ended their thirty years old relationship with Daewoo International, as Daewoo International engaged in the activities of the mistreatment of Childs at a cotton factory in Uzbekistan, which headed to a prohibited the Nike’s products and extremely affected Nike’s brand value (Kim Young-jin 2010). This example suggests that a company’s social responsibility activities are a critical factor in building long-term relationships in B2B industries. So from this example we can say a company’s social responsibility activities are a life threatening influence in construction of long-term associations in B2B industries, but they can buid the transctional relationship strong if both parties believe on trust and commitment.
Business to Business Corporate Social Responsibility, Threat or opportunity Business to Business Corporate Social Responsibility, Threat or opportunity The concept of entrepreneurship that provides a long term view and the right impact on stakeholders, individuals, or groups of people who affect or affected by one person business activity, the recent economic scandals and industry bankruptcy, management perspective and shareholder relationship. The situation has been reinforced there is a tendency to believe in the necessary business change. The vibes of CSR’s reputation in business practice, study
talking CSR actions in B2B transactional situation is sometimes threatened.
Current examination in the B2B field normally concentrated on by what means companies apply the CSR problems that surrounded by their: commercial actions.
Furthermore, investigation from B2B customer perspective has been inspected Backgrounds of a company’s CSR coordination by taking into the activities of the “social responsibility in perspective of purchasing” [30]. The relationship between business to business and society is still a complex process, and CSR implementation becomes one of the important issues is the economy and market.
CSR provides the rules necessary to determine the relationship between business and society as well as business to business relationships. Therefore, CSR is not only a simple process, but also a long term strategic approach for companies that need to take social responsible action with decision makers implementing CSR’s basic guidelines. The long term view of CSR will help the company gain not only stakeholder interests, but also profit-related profits. The relationship between CSR and corporate financial performance has been researched and research has shown that when companies invest in areas related to social behavior, loose resources exist due to better financial performance. It has also been found that by engaging in social behavior, good business practices enhance stakeholder relationships that add to financial performance. For B2B transctional partners, it is becoming increasingly difficult to compare products and services and make purchase decisions, especially due to the increasing number of products offered and the high market complexity. Therefore, B2B partners rely on companies that adopt fair business and marketing practices and ensure the safety and quality of the products and services. This includes providing accurate and clear product information, promoting sustainable consumption and taking business to business concerns seriously.
V. Business to Business Corporate Social Responsibilities as Control Mechanism on
conflict and Opportunism
Control mechanisms are defined by the methods used to control and coordinate the activities performed by channel members [31]. The control mechanism is the control of activities performed by members. The logic and tools used to adjust them [7]. In this channel members use control mechanisms to
”make the achievement of organizational goals more predictable, ensuring more tangible results, and in reward it creates the, partner collaboration that generates confidence [32] Marketing research can be divided mainly into two different focuses.
• A study of formal control mechanisms (bureaucratic control) that favor structured rules and regulations that specify desirable behavioral patterns.
• A study of relationship control mechanisms (trust-based) that rely on beliefs in the other party’s goodwill, credibility or competence. Trust-based governance can be seen as an alternative to a highly controlled bureaucratic control structure. (Morgan and Hunt, 1994)
We do not claim that governance based on bureaucratic control and trust is a mutual objection, but, along with other investigators, in most cases they will act in opposition. [32].To identify the role of control mechanism in the organization of CSR Activities in B2B relations, there must be levels of actors are important to discuss here: [33].
• Macro-actors:At the macro level, they place the company’s strategic peaks
that identify stakeholder expectations and translate them into achievements that the company’s stakeholders will achieve.
• Meso-actors:At the meso level, an intermediate system exists in the control system, allowing individual actions to converge to achieve the overall goals.
• Micro-actors:At the micro level, we find all the actors of the company to take specific measures when performing their assigned duties and responsibilities.
So there are three levels of actor identify by the [33]. Dynamic Operations: Macro Actors, Meso Actors, and Micro Actors. So at the macro level, they Identify stakeholder expectations and translate into goals to achieve them by the actors of the company. At intermediate levels, intermediates are found. Organizational management systems to ensure individual behavior finally at the micro level to achieve the full goal actors of the company to take specific measures when performing their duties.
A. Opportunist Conflict as a control mechanism
CSR regarding to the control mechanism and opportunities of the company’s partner effect negatively, so it has negative effect on the relationship marketing and also on relationship performance. Many researchers trying to work on the control mechanism and opportunist conflict and find out how conflict and opportunity attitude exist in the partners in B2B context. So in this research we determined the form the previous literature the potential of CSR activities as an important factor in conflict and opportunism of the control mechanisms that constrain the performance in relation to the marketing area. But that many studies
reveal about the conflict and opportunism control mechanism, and the exchange relationship of reality is still conflict and opportunistic behavior between partners is constant. The study examines the status for corporate, trust, identification and positive attention to the role of CSR activities to create evaluation, non coercive powers, such as professional strength and adapt powers between the CSR activities of the business partners in the B2B transaction, or path to act as a source of leadership was considered to inhibit the conflict and opportunistic.
Specifically, the three dimensions of CSR activities in the B2B transactions, i.e. business practices CSR activities, charitable CSR activities, relational had CSR activities are validated against the will be able to control the conflict and opportunism, relationships and further conflicts and opportunistic performance also looked at the relationship between. The results were not all supposed own understanding and relatively less charitable CSR-related activities other than the relationship with opportunism.
This study is beyond the research scope of CSR activities far been concentrated in the B2C context; existing B2B academic studies have the significance in that it overcomes the limitation that the study followed the B2C area. At the same time, it confirmed the potential of CSR activities as a conflict and opportunism control mechanism of a point, and further relations despite the marketing research aspects of conflict and opportunism importance of, and offer an alternative that CSR activities in poor circumstances described on their antecedents we have a huge significance in this regard.
