CSR and its long-term financial performance
As addressed in the prior research, CSR seems to have a positive impact on a firm's financial performance, although there has been controversy regarding CSR's effect. The basic underlying assumptions are that CSR is positively related to a firm's financial performance, and that being socially responsible might create a favorable company image and brand image.7, 11, 12, 13, 14 However, CSR is a long-term, rather than short-term, investment, suggesting that CSR's impact on financial performance should be addressed within a wider time frame. One- or two-year lagged financial performance is not sufficient to wholly grasp the long-time financial performance implications of CSR. Given that it would take more than 1 year to transfer CSR to actual financial outcome, at least 3–5 years’ cumulative effect of CSR should be investigated using financial market dynamics.
Moderating factor and control variables
CEO compensation appears to have a moderating effect on the association between CSR and firm value, because consumers and investors may think CEO compensation that is too high or too low is not appropriate, indicating that CSR is not credible. Each company differs in how it implements CSR, if it implements it at all. The differences depend on such factors as the specific company's size, the particular industry involved, the firm's business culture, stakeholder demands and how historically progressive the company is in engaging in CSR. Some companies focus on a single area that is regarded as the most important for them, or where they have the highest impact or vulnerability – human rights, for example, or the environment – while others aim to integrate CSR into all aspects of their operations. For successful implementation, it is crucial that the CSR principles are part of the corporation's values and strategic planning, and that both management and employees are committed to them. Furthermore, it is important that the CSR strategy is aligned with the company's specific corporate objectives and core competencies.3 Therefore, firm size and type of industry should be controlled in investigating the relationship between CSR and its financial outcome.
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CSR and its long-term financial performanceAs addressed in the prior research, CSR seems to have a positive impact on a firm's financial performance, although there has been controversy regarding CSR's effect. The basic underlying assumptions are that CSR is positively related to a firm's financial performance, and that being socially responsible might create a favorable company image and brand image.7, 11, 12, 13, 14 However, CSR is a long-term, rather than short-term, investment, suggesting that CSR's impact on financial performance should be addressed within a wider time frame. One- or two-year lagged financial performance is not sufficient to wholly grasp the long-time financial performance implications of CSR. Given that it would take more than 1 year to transfer CSR to actual financial outcome, at least 3–5 years’ cumulative effect of CSR should be investigated using financial market dynamics.Moderating factor and control variablesCEO compensation appears to have a moderating effect on the association between CSR and firm value, because consumers and investors may think CEO compensation that is too high or too low is not appropriate, indicating that CSR is not credible. Each company differs in how it implements CSR, if it implements it at all. The differences depend on such factors as the specific company's size, the particular industry involved, the firm's business culture, stakeholder demands and how historically progressive the company is in engaging in CSR. Some companies focus on a single area that is regarded as the most important for them, or where they have the highest impact or vulnerability – human rights, for example, or the environment – while others aim to integrate CSR into all aspects of their operations. For successful implementation, it is crucial that the CSR principles are part of the corporation's values and strategic planning, and that both management and employees are committed to them. Furthermore, it is important that the CSR strategy is aligned with the company's specific corporate objectives and core competencies.3 Therefore, firm size and type of industry should be controlled in investigating the relationship between CSR and its financial outcome.Topof page
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