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
K. Heidarzadeh
1
,
E. Samadzadeh
2
1 - عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
2 - دانش آموخته کارشناسی ارشد، مدیریت بازرگانی (گرایش مدیریت بازاریابی)، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران، ایران
Keywords: Corporate social responsibilit, Resource-Based View, Intellectual Capital, Human Capital, Structural Capital, Relational capital, Sustainable Competitive Advant,
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 is an applied research in terms of aim and is a descriptive, survey and correlation research in terms of method, 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 data analysis, inferential statistics topics including structural equation modeling that includes confirmatory factor analysis and path analysis were 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.