Modelling the CSR concept of an enterprise under the influence of marketing strategies and strategic competitiveness

Abstract

The aim of the research is to model the concept of CSR on the basis of multifactorial influence, namely innovation, motives of marketing, strategies, motives of marketing mix construction and two concepts of CSR, the concept of ecological and social-ethical. Companies should not only address the mechanism for communicating CSR to process stakeholders and customers but also focus on the relationship between a company's green strategy and sustainability. The study also evaluated the influence on the CSR concept in terms of generated corporate innovations or the influence caused by marketing mix tools. Data from 812 respondents were collected through online structured questionnaires for the period from December 2020 to May 2021. Within the framework of establishing scientific hypotheses, these were oriented toward three directions: innovation, marketing strategies and marketing mix and corporate social responsibility. To process the results and test the hypotheses of this study, we used a multi-analytical methodology using Partial Least Squares Modelling (PLS-SEM). The results show that both the motives of marketing strategies and the motives of competitiveness have a positive and significant effect on the concept of CSR applied in companies, but only if the path involves corporate innovation because the significance of the use of marketing mix tools was not confirmed. The research results show that the impact of the competitiveness motive is significantly higher than the impact of the actual creation and construction of the marketing mix.