How are strategic CSR and brand reputation perceived to affect competitive advantage? : A case study

Sammanfattning: Social responsibility has a long history and it is evolved from the genuine altruism of human beings. On the other hand, corporate social responsibility finds its roots from organizations. The interactions of an organization and the public enable CSR to emerge and affect both organizations and human beings.The term CSR is evaluated differently in different contexts with different approaches by the scholars.One type of CSR, strategic CSR, aims for evaluating CSR from a strategic point of view. As strategic CSR is a long term investment, it provides a competitive advantage over competitors once a company invests in CSR and communicates CSR properly. The interest of consumers in products is the main drive for the introduction of the brand concept. Brand becomes important due to the fact that organization wants the products and services to be recognizable by the public. This recognition is followed by formation of brand reputation which requires long term investments to be established.The purpose of this study is to analyze how strategic CSR and brand reputation are perceived to affect competitive advantage in a specific company. This study traces the perceptions of CSR, the brand reputation and the competitive advantage concepts in this company, with particular focus on how they are perceived by the employees in the organization.In this case study, Exploratory Sequential Mixed Methods Design is used to have different insights from qualitative and quantitative analyses. In this design, first qualitative analysis has been conducted and it is followed by the quantitative analysis.Findings of this study reveal that in the specific company, the perceptions of management and nonmanagement employees differ for the given concepts. The non-management employees think that CSR enables competitive advantage whereas management favors brand reputation more and thinks that it is crucial for competitive advantage of the specific company. Although management thinks that CSR is an important concept that the organization might benefit from, there is no plan to evaluate CSR strategically in the specific company.A crucial attribute of a company is to be dynamic and to adapt rapidly to the industry and market changes. This is followed by generation of the brand and improvement of the brand to provide reputation. From this perspective, it is a necessity that both CSR and brand reputation should be evaluated strategically in ACME AB and if neglected, the competitive advantage of a company cannot be realized.