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Relative-to-rival corporate philanthropy, product market competitiveness, and stakeholders

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  • Hu, Jun
  • Wu, Huiying
  • Ying, Sammy Xiaoyan
  • Long, Wenbin

Abstract

Unlike most of the literature that examines the relationship between corporate philanthropy and financial performance, this study investigates the mechanisms through which corporate socially responsible behaviors produce financial outcomes. We propose that corporate philanthropy improves corporate competitiveness by eliciting positive responses from stakeholders, who assess a firm’s philanthropic contribution in relation to its rivals to determine what level of support they wish to provide to the firm. We predict that a firm’s philanthropy relative to its rivals has a positive effect on its product market competitiveness, and that this positive effect is moderated by three conditions that influence stakeholder response: stakeholder attention to philanthropy, its perceived legitimacy, and expectations of corporate giving. Our predictions are generally supported by our analyses. Overall, this paper shows that strategic philanthropy has a quantitative dimension, and firms obtain the market competitiveness associated with corporate philanthropy by integrating their rivals’ positions into their decision making.

Suggested Citation

  • Hu, Jun & Wu, Huiying & Ying, Sammy Xiaoyan & Long, Wenbin, 2021. "Relative-to-rival corporate philanthropy, product market competitiveness, and stakeholders," Journal of Contemporary Accounting and Economics, Elsevier, vol. 17(1).
    • Handle: RePEc:eee:jocaae:v:17:y:2021:i:1:s1815566920300515
    DOI: 10.1016/j.jcae.2020.100237
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    References listed on IDEAS

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    Cited by:

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    3. Huiming Zhang & Lirong Li & Cheng Fan & Zixuan Hang & Haroon ur Rashid Khan, 2021. "How Does Corporate Party Committee Governance Affect Charitable Donations? Evidence from Heavy-Pollution Industries in China," Sustainability, MDPI, vol. 13(21), pages 1-14, November.

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    More about this item

    Keywords

    Corporate social responsibility; Strategic philanthropy; Corporate competitiveness; Stakeholder response;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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