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Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs

In: Strategic Innovative Marketing

Author

Listed:
  • Lopez Belen

    (ESIC, Business & Marketing School)

  • Villagra Nuria

    (Complutense University of Madrid)

Abstract

This paper analyses why and how multinational companies are integrating sustainability and CSR values in the corporate strategy. Second, the paper investigates how companies communicate sustainable and CSR activities and finally we explore the impacts of its communication. The analysis is based on case studies with data collected through nine in-depth interviews with senior managers of the most relevant Spanish MNCs. The results show that management and communication of CSR values contribute to the competitiveness of global companies considering the global demands of stakeholders in accordance with instrumental theories of CSR. The results tend to indicate that the communication of CSR has some risks but also some opportunities. When the communication strategy based on CSR values is effective, the relationship with the stakeholders become stronger and the reputation and perception of the firm increase with internal and external stakeholders.

Suggested Citation

  • Lopez Belen & Villagra Nuria, 2017. "Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 309-314, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_39
    DOI: 10.1007/978-3-319-33865-1_39
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