The Driving Factors, Project Types And Corporate Performance Of Enterprises Fulfilling Social Responsibility

With the increasing attention to the corporate social responsibility(CSR),the research on corporate social responsibility has become a hot topic in the field of management.But the existing research on corporate social responsibility is mainly discussed why the enterprise should undertake the social responsibility,enterprises to take what kind of social responsibility.The social responsibility of the enterprise is how to implement in the enterprise and the difference in the implementation of CSR project will be what kind of impact on the performance of enterprises is relatively small.In this paper,we will take four direct selling enterprises CSR project as the research object,using multi-case study method,Analysis and discuss the different CSR project drivers and project types in different companies,as well as the different size of the company in the industry will have different effects on the performance of the enterprise.The paper summarizes the existing research results and literature,introduces the driving factors of corporate social responsibility,different type of enterprise CSR project,the theories of relationship between corporate social responsibility and corporate performance.On this basis,the CSR driver is divided into economic,institutional and moral factors,the CSR type is divided into mandatory,altruistic and strategic,and through the enterprise sales performance,brand promotion and the stability of the employee to evaluate the performance.Then,we illustrate the case selection,data sources and variable definition in the case study.Proposed to according to the enterprise background,the establishment of CSR department,the service condition of the leader of CSR department to speculate that the driving factors of enterprise CSR project,and then judge the main driving factors of different enterprise CSR project through verifying the analysis the actual implementation of the project.We also analyze the types of CSR projects from the two aspects of the beneficiaries and partners of the CSR project,and illustrate the relationship between the driving factors and project types.The three aspects of the performance of direct selling enterprises and the scale of the enterprise and the resources of the CSR project are comprehensively evaluated,and the influence of different driving factors and project types on the performance of the enterprise is presented.In this paper,in the process of case analysis,we combine the two methods of enterprise self-statement and objective data collection:The institutional factors as the main drivers of CSR project to meet the mandatory,moral factors as the main motivation of the CSR project belongs to the altruistic project,to economic factors as the main reason of the CSR project is more likely to implement a strategic project.The enterprises with the main reason of economic factor and take the strategic project will consider investment resources multi-faceted and project effect,eventually produce better performance,and the medium-sized enterprises in the direct selling industry more power to implement such.Large enterprises are more likely to set up professional departments to adopt altruistic CSR projects,the positive role of corporate performance will be driven by the size and influence of the project.Small and medium sized enterprise CSR project implementation agent is not exactly the same,but more vulnerable to government and industry pressure caused by the implementation of the mandatory project,the project of enterprise performance and resource investment in maintaining balanced state.