The Indicators of the Corporate Social Responsibility: A Search for Efficiency or a Concern for Legitimacy Towards Stakeholders? A Proposed Explanatory Model

Abdelkarim Asdiou and Bouchaib Mokhtari
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Abdelkarim Asdiou: ENCG-Casablanca, Hassan II University, Casablanca, Morocco
Bouchaib Mokhtari: ENCG-Settat, Hassan Premier University, Casablanca, Morocco

International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 2019, vol. 10, issue 1, 62-76

Abstract: The objective of the present paper is to propose an explanatory model identifying the determinants of the recourse to the CSR indicators and spotting the real motivation of companies to use them: for efficiency or a concern for legitimacy towards stakeholders? To carry out this research, the researchers have chosen a qualitative methodology by analysing eight cases of companies labelled CSR. The researchers try to show that the use of CSR indicators obeys to two different but complementary theoretical frameworks. The contingent theory explains the architecture of management control systems according to the “technical environment” of the company that seeks greater efficiency. Whereas in the neo-institutional perspective, the use of CSR indicators can be explained by the “social and institutional environment” in which the enterprise, seeking greater legitimacy, evolves. Through the combination of these two theoretical frameworks, this paper provides an academic basis for future studies which envisage testing the model through a quantitative study.

Date: 2019
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