Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?

Yeyi Liu, Martin Heinberg, Xuan Huang, Andreas B. Eisingerich

Research output: Journal PublicationArticlepeer-review

2 Citations (Scopus)

Abstract

Customers today are increasingly demanding transparency from firms. This article discusses the concept of performance transparency and explores when and why transparency plays a key role for a firm's corporate social responsibility (CSR) effectiveness. In doing so, it addresses consumer skepticism as the logic of the transparency-CSR interaction and presents empirical evidence of the effect. It also discusses key principles for managing performance transparency effectively. Companies should monitor and track performance transparency regularly, initiate consistent transparency practices along with CSR activities, pay attention to the types of information made available, and adapt the transparency practices to the involvement level.

Original languageEnglish
Pages (from-to)517-527
Number of pages11
JournalBusiness Horizons
Volume66
Issue number4
DOIs
Publication statusPublished - 1 Jul 2023

Keywords

  • Brand signaling
  • Consumer skepticism
  • Corporate social responsibility
  • Corporate transparency
  • Customer involvement

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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