Corporate Social Responsibility in Business-to-Business Markets

Homburg, Christian ; Stierl, Marcel ; Bornemann, Torsten

Document Type: Working paper
Year of publication: 2012
The title of a journal, publication series: IMU Research Insights
Volume: 005
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Business School > ABWL u. Marketing I (Homburg)
Subject: 650 Management
Abstract: Suppliers should be aware of the fact that CSR matters: Their customers’ CSR perceptions influence customer loyalty Business process CSR engagement – CSR activities within a supplier’s core business operations – has a positive impact on customer loyalty by increasing customer’s trust towards the supplier. It signals positive company characteristics. Non-business process CSR engagement – CSR activities outside a supplier’s core business operations – has a positive impact on loyalty by strengthening customer’s identification with the supplier. It can differentiate a firm from its competitors.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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