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

Raj, Anup; Kuznetsov, Andrei; Arun, Thankom Gopinath

doi:10.3390/jrfm13110269

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

Anup Raj

Andrei Kuznetsov

² and

Thankom Gopinath Arun

^3,*

Narsee Monjee Institute of Management Studies, Hyderabad 509301, India

International CSR, Lancashire Institute of Economic and Business Research, Preston, Lancashire PR1 2HE, UK

Global Development and Accountability, University of Essex, Colchester CO4 3SQ, UK

Author to whom correspondence should be addressed.

J. Risk Financial Manag. 2020, 13(11), 269; https://doi.org/10.3390/jrfm13110269

Received: 24 August 2020 / Revised: 29 October 2020 / Accepted: 30 October 2020 / Published: 2 November 2020

(This article belongs to the Special Issue International Trends and Economic Sustainability on Emerging Markets)

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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. View Full-Text

Keywords: culture of sustainability; market orientation; corporate social responsibility; emerging markets

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Raj, A.; Kuznetsov, A.; Arun, T.G. Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market. J. Risk Financial Manag. 2020, 13, 269. https://doi.org/10.3390/jrfm13110269

AMA Style

Raj A, Kuznetsov A, Arun TG. Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market. Journal of Risk and Financial Management. 2020; 13(11):269. https://doi.org/10.3390/jrfm13110269

Chicago/Turabian Style

Raj, Anup, Andrei Kuznetsov, and Thankom Gopinath Arun. 2020. "Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market" Journal of Risk and Financial Management 13, no. 11: 269. https://doi.org/10.3390/jrfm13110269

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

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