Influence of CSR Activities on Stakeholders in Foreign Markets

Abstract

Corporate social responsibility (CSR) can be seen as an important differentiation strategy for organizations operating in foreign markets, as it helps organizations to gain legitimacy, transfer their positive reputation, gain visibility and easily adapt to a new environment. The implementation of CSR activities in foreign markets is often different from the local markets. Beside institutional and legal framework, shareholders' interests can also significantly vary. Therefore, in order to achieve competitive advantage in foreign markets by using CSR, it is necessary to identify the interests of key stakeholder groups and to identify the most efficient activities and communication channels towards them. This chapter provides insight into the importance of CSR activities and communication on stakeholders' management on foreign markets, based on the empirical research on a sample of medium and large export organizations in Croatia. Results of the research indicate the importance and positive influence of CSR activities and communication on stakeholders' management in foreign markets.