Company image and corporate social responsibility: reflecting with SMEs' managers

• Published in: Marketing intelligence & planning 2012-03, Vol.30 (2), p.266-280
• Main Authors: Fraj-Andrés, Elena, López-Pérez, M. Eugenia, Melero-Polo, Iguácel, Vázquez-Carrasco, Rosario
• Format: Article
• Language: English
• Subjects: Annual reports; Competition; Competitive advantage; Corporate image; Ethics; Externality; Objectives; Small & medium sized enterprises-SME; Social responsibility; Society; Studies; Values
• ISSN: 0263-4503; 1758-8049
• DOI: 10.1108/02634501211212019

Purpose - This paper is focused on corporate social responsibility (CSR) in the context of small to medium-sized enterprises (SMEs). Its main interest consists of establishing a framework for clarifying the drivers of CSR activities in such a context. This paper also aims to analyse how CSR influences SMEs' image and positioning.Design methodology approach - The general conceptual framework proposed by the literature is complemented with empirical research based on a longitudinal multi-case study (inter and intra-industry).Findings - The research proposes that the owner managers' values, market pressures and laws are key drivers for CSR in the SMEs context. Managers expect positive outcomes when CSR is implemented. However, the data suggest that while proactive and consistent SMEs may build up a good image and strong positioning, reactive and opportunistic firms may be penalised by stakeholders (e.g. customers).Practical implications - CSR activities, when adequately managed, contribute for a better SME image and market positioning.Originality value - The ideas presented in this paper may help in achieving better management of resources in SMEs.