The Strategic View and Development of Corporate Social Responsibility: The Case Study of Samsung

Victor Chang, Weishuang Zhang and Chang Xiong
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Victor Chang: Xi'an Jiaotong-Liverpool University, Suzhou, China
Weishuang Zhang: Changzhou AnZhen, Mould Limited Liability Company, Changzhou, China
Chang Xiong: Xi'an Jiaotong-Liverpool University, Suzhou, China

International Journal of Strategic Decision Sciences (IJSDS), 2019, vol. 10, issue 1, 105-130

Abstract: At present, scholarly research on corporate social responsibility (CSR) is one of the hot issues in strategy since CSR is related to taking responsibility for stakeholders under the condition of maximizing the interests of company's stockholders. Taking the view of the Chinese market, this concept has been important and numerous local enterprises and multi-corporations have made actions and progress in this area for strategy. This article is focused on the case study of the Samsung company, which further investigates how well the firm performs in practicing CSR in the Chinese market and how consumers perceive its CSR activities. Samsung with local Chinese tactics combines the strategies of its firm in order to strengthen the company's competition and reputation in society. Furthermore, managers of Samsung have also been interviewed to ascertain how they deal with social responsibility. In order to identify the impacts of CSR activities, 365 valid questionnaires collected. Finally, the data analysis and recommendations for Samsung have been discussed in detail. The finding shows that first, the Samsung Galaxy Note 7 accidents with fire and explosion have negative influenced people's purchase intentions of its other phone series. Second, Samsung's social responsibility activities are beneficial to the firm's reputation and the company should promote customer rights visible to consumers and the society. It is interesting to point out that Samsung's corporate social responsibility activities have positive influences in customers' willingness-to-pay for its phones have been overturned in this case study. Implementing CSR activities is important to the firm's strategy.

Date: 2019
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