Marketing Strategy and CSR in a Firm Performance Context During COVID-19 Pandemic

Gonzalo Maldonado-Guzmán, Sandra Yesenia Pinzón-Castro, Lucero Jazmín Cuevas-Pichardo and Ma. Mónica Gloria Castillo-Esparza

International Business Research, 2023, vol. 16, issue 10, 38

Abstract: In the literature, little is known about the relationship between marketing strategy, corporate social responsibility, and firm performance in the economic crisis generated by the COVID-19 pandemic, since there are few studies published in the literature that have been oriented in its analysis and discussion, for which the main objective of this research is to fill this existing gap in the literature and provide empirical evidence in an economic crisis context generated by COVID-19. Likewise, a telephone survey was applied to a sample of 65 companies from the automotive industry in Mexico, analyzing the data set using the partial least squares structural equation modeling. The results obtained suggest that marketing strategy has significant positive effects on corporate social responsibility, and corporate social responsibility has significant positive effects on automotive industry firm performance.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ccsenet.org/journal/index.php/ibr/article/download/0/0/49341/53254 (application/pdf)
https://ccsenet.org/journal/index.php/ibr/article/view/0/49341 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:16:y:2023:i:10:p:38

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().