Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market

Anup Raj, Andrei Kuznetsov and Thankom Gopinath Arun
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Anup Raj: Narsee Monjee Institute of Management Studies, Hyderabad 509301, India
Andrei Kuznetsov: International CSR, Lancashire Institute of Economic and Business Research, Preston, Lancashire PR1 2HE, UK
Thankom Gopinath Arun: Global Development and Accountability, University of Essex, Colchester CO4 3SQ, UK

JRFM, 2020, vol. 13, issue 11, 1-19

Abstract: The debate regarding the suitability of market orientation or culture of sustainability for corporate social responsibility (CSR) implementation and economic sustainability deserve much more scholarly attention as globalization and competition in emerging markets increases. Using qualitative content analysis of interviews with 28 senior managers of large agribusiness firms in India, this empirical article explores how market orientation or culture of sustainability affects CSR implementation, or vice versa? The findings of the study identify factors such as the nature of a firm’s business, sensitivity, commitment towards sustainable development, and pressure on profitability that prompt firms to adopt sustainability dominant, market dominant, and sustainability–market mixed corporate culture. Culture of sustainability dominant firms are likely to implement CSR more smoothly and effectively compared to firms that are driven by market orientation. Moreover, firms committed to substantial and consistent CSR are likely to induce culture of sustainability in firms. Finally, the study offers a framework that provides insights into how CSR program implementation and a culture of sustainability are complementary and could strengthen the economic sustainability of firms in emerging markets.

Keywords: culture of sustainability; market orientation; corporate social responsibility; emerging markets (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2020
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