TY - JOUR
T1 - Organizational Legitimacy, Corporate Social Responsibility, and Bottom of the Pyramid Consumers.
AU - Randrianasolo, Lova
N1 - ABSTRACT In recent decades, multinational corporations (MNC) have increasingly penetrated bottom of the pyramid (BOP) markets due to globalization and market liberalization. To gain legitimacy within these markets, MNCs have employed corporate social responsibility (CSR) strategies. This paper focuses on how BOP consumers perceive the CSR strategies of advanced country MNCs (AMNCs).
PY - 2018/3/20
Y1 - 2018/3/20
N2 - In recent decades, multinational corporations (MNC) have increasingly penetrated bottom of the pyramid (BOP) markets due to globalization and market liberalization. To gain legitimacy within these markets, MNCs have employed corporate social responsibility (CSR) strategies. This paper focuses on how BOP consumers perceive the CSR strategies of advanced country MNCs (AMNCs). Specifically, this study examines how BOP consumers' admiration of economically developed countries (AEDC) influence CSR strategy success in BOP markets. In doing so, this paper contributes to the literature on BOP strategies and BOP consumer psychology. With a sample of consumers from Madagascar, the results provide evidence that AEDC is a relevant construct that firms from developed countries should consider when implementing consumer-oriented strategies in BOP markets.
AB - In recent decades, multinational corporations (MNC) have increasingly penetrated bottom of the pyramid (BOP) markets due to globalization and market liberalization. To gain legitimacy within these markets, MNCs have employed corporate social responsibility (CSR) strategies. This paper focuses on how BOP consumers perceive the CSR strategies of advanced country MNCs (AMNCs). Specifically, this study examines how BOP consumers' admiration of economically developed countries (AEDC) influence CSR strategy success in BOP markets. In doing so, this paper contributes to the literature on BOP strategies and BOP consumer psychology. With a sample of consumers from Madagascar, the results provide evidence that AEDC is a relevant construct that firms from developed countries should consider when implementing consumer-oriented strategies in BOP markets.
KW - Bottom of the Pyramid
KW - admiration of economically developed countries
KW - corporate social responsibility
KW - organizational legitimacy
UR - https://doi.org/10.1080/08961530.2018.1423661
U2 - 10.1080/08961530.2018.1423661
DO - 10.1080/08961530.2018.1423661
M3 - Article
VL - 30
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 3
ER -