Investigation Of The Role Of Corporate Social Responsibility In Creating Sustainable Competitive Advantage By Enhancing Saipa Group’s Intellectual Capital
Subject Areas : Jounal of Marketing Management
Elham Samadzadeh
1
,
kambiz heidarzadeh
2
1 - کارشناس تحقیقات بازار/شرکت رستاک پاد ویژن
2 - Associate Professor, Islamic Azad University, Science & Research Branch, Tehran
Keywords: Resource-Based View, Key words: Corporate Social Responsibility, Sustainable Competitive Advantage, Intellectual Capital,
Abstract :
Abstract The main objective of this research is to find the relationship between corporate social responsibility with dynamic capabilities and competitive advantage of the firm. strategic corporate social responsibility has a close relationship with resource-based view because it influences intellectual capital as a large part of intangible resources, which is valuable, rare, inimitable and irreplaceable assets of the firms, can create sustainable competitive advantage for the firm. This study that in terms of aim is descriptive, and in terms of path is applied, survey research and of the correlative type, Using a five-point Likert-type scale, was performed on 208 senior managers of Saipa Group’s firms who were selected through Simple Random Sampling. In analyzing the data, inferential statistics topics including structural equation modeling that includes confirmatory factor analysis and path analysis was used. Based on the results of testing research hypothesis, that there is a direct relationship between corporate social responsibility, intellectual capital and sustainable competitive advantage, the main research question was positively answered. Thus, it can be deduced that Saipa Group’s firms that form population of this study, with CSR implementation were able to effectively manage and enhance their intellectual capital and make themselves differentiate among others.
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