Table 2: Value creation as a strategic outcome of socially responsible activities Centrality Specificity Proactivity Voluntarism Visibility Value created Computer donations to schools by computer Accustom new users to Philanthropic Community Customer loyalty manufacturers firm's products vs. contributions support Future purchasers Engineering research competitors' fellowships New or Internal: Health/wellness, day uncommon Employee loyalty Employee benefits Employee loyalty Productivity gains care, flex-time benefits, higher and morale and morale employee, loyalty New products e.g. Patent or innovation Positive Public relations Environment 'green' process Learning curve New products or edge in product or relations with and/or marketing management innovation especially advantages Markets process development regulators advantage relating to pollution New business Favourable change in Pre-positioning for New product or opportunities if Political activity economic or social changes in geographic market prepositioned to take regulations regulations opportunities advantage of new rules Product reformulations Product or service Environmental New product on new e.g. improved Patent or innovation First-to-market/ related characteristics, scanning to create markets Edge in design, e.g. fuel edge first-to-market leadership innovations or edge in design or meeting emergency efficiency new products, brand loyalty benefits processes product ideas needs e.g. airbags Source: Burke and Logsdon
Table 2: Value creation as a strategic outcome of socially responsible activities Centrality Specificity Proactivity Voluntarism Visibility Value created Philanthropic contributions Computer donations to schools by computer manufacturers Engineering research fellowships Accustom new users to firm's products vs. competitors' Community support Customer loyalty Future purchasers Employee benefits Health/wellness, day care, flex-time New or uncommon benefits, higher employee, loyalty Employee loyalty and morale Internal: Employee loyalty and morale Productivity gains Environment management New products e.g. 'green' process innovation especially relating to pollution Patent or innovation edge in product or process development Learning curve advantages Positive relations with regulators Public relations and/or marketing advantage New products or Markets Political activity Favourable change in economic or social regulations New business opportunities if prepositioned to take advantage of new rules Pre-positioning for changes in regulations New product or geographic market opportunities Product or service related characteristics, innovations or processes Product reformulations e.g. improved design, e.g. fuel efficiency new products, e.g. airbags Patent or innovation edge first-to-market brand loyalty Environmental scanning to create edge in design or product ideas First-to-market/ leadership benefits New product on new markets Edge in meeting emergency needs Source: Burke and Logsdon
SBEM-2011-0395.R2-final%20revised%20version.docx