Cultural systems and determinants of Corporate Social Responsibility
1
Author:
Reinier Kamermans Student Number: 1875213 Phone Number: +31 (0)6 496 189 81
Prinsesseweg 11 9717 BA Groningen reinier.kamermans@gmail.com
Abstract: This study investigates the determinants of the corporate social responsibility. Determinants that are measured are time, economic firm performance and past controversies. The influence the cultural system of a country has on these determinants is investigated by looking at Hofstede’s (1997) individualism. The relation between the determinants and CSR is derived from institutional theory, legitimacy theory, slack resources theory and good management theory. I find an autonomous growth of CSR over time and that economic firm performance is significantly correlated with the CSR score of a company. I also find a positive significant relation between past controversies and CSR score. Individualism has a positive moderating effect on the relations between time and CSR and economic firm performance and CSR. These findings confirm the link between the different theories and CSR. The results vary significantly if the US is left out of the sample. The data used originates from the ASSET4 ESG dataset from Thomson Reuters, BoardEx and DataStream with a sample containing 1395 unique listed firms from 41 countries from the years 2002 till 2012.
Supervisor:
dr. R.B.H. Hooghiemstra
Second assessor:
Paul Klaassen
January 13
th, 2014 Word count: 13.443
University of Groningen Faculty of Economics and Business
MSc. Accountancy
Contents
1. ! Introduction 4 !
1.1. ! Research goal 4 !
1.2. ! Research questions 5 !
1.2.1. ! Research main question 5 !
1.2.2. ! Research sub questions 5 !
1.3. ! Research plan 5 !
1.4. ! Scientific relevance 6 !
1.5. ! Structure of thesis 7 !
2. ! Theoretical Framework 8 !
2.1. ! Corporate social responsibility 8 !
2.2. ! Institutional theory 8 !
2.3. ! Legitimacy theory 10 !
2.4. ! Slack resource theory 11 !
2.5. ! Good Management Theory 12 !
2.6. ! Hypothesis 12 !
2.6.1. ! CSR and time 12 !
2.6.2. ! CSR and economic firm performance 13 !
2.6.3. ! CSR and past social & environmental controversies 14 !
2.6.4. ! CSR and country level individualism 14 !
3. ! Research methods 17 !
3.1. ! Sample and data source 17 !
3.2. ! Dependent variables 17 !
3.2.1. ! Corporate social responsibility 17 !
3.3. ! Independent variables 18 !
3.3.1. ! Time 18 !
3.3.2. ! Economic firm performance 18 !
3.3.3. ! Social & Environmental Controversies 18 !
3.3.4. ! Individualism 18 !
3.4. ! Control variables 19 !
3.4.1. ! Free Cash Flow 19 !
3.4.2. ! Firm size 19 !
3.4.3. ! Sector dummy 19 !
3.4.4. ! Board characteristics 19 !
4. ! Results 21 !
4.1. ! Sample 21 !
4.2. ! Multicollinearity 22 !
4.3. ! Hypotheses testing 22 !
4.3.1. ! Hypothesis 1: CSR and time 25 !
4.3.2. ! Hypothesis 2: CSR and economic firm performance 25 !
4.3.3. ! Hypothesis 3: CSR and past social & environmental controversies 25 !
4.3.4. ! Hypothesis 4 till 6: CSR and country level individualism 26 !
4.4. ! Robustness 27 !
4.4.1. ! Split environmental and social score 27 !
4.4.2. ! Without US 27 !
5. ! Conclusion and discussion 28 !
6. ! References 30 !
1. Introduction
In recent years corporate social responsibility (CSR) has become a popular subject in both academic literature (e.g. McWilliams & Siegel, 2001; Margolis & Walsh, 2003; Orlitzky, Schmidt & Rynes, 2003) and business. Non-governmental organizations (NGOs) are publishing reports grading companies on their sustainability goals. One of these recent reports was from Oxfam and was not very satisfying for most companies. None of the monitored companies scored an overall good score. This bad score can, in a worst case scenario develop into consumer actions, such as boycotts from consumers (The Guardian 26
thFebruary 2013)
1. Scoring badly on CSR has developed to become a potential threat to companies as we can see in some recent examples; Starbucks in the UK had a completely legal tax avoidance technique which it had to abandon once a public disturbance arose. (The Week 24
thJune 2013)
2. The tax evasion of Starbucks gave it a lot of negative media attention. This damaged the image of the company and resulted in a reduction in costumers because of a boycott from British people. In a recent Report from Cone Communications / ECHO 90% of consumers said they would boycott a product if they learned of the producing company’s irresponsible or deceptive business practices. The same survey showed that 55% of consumers boycotted a company’s products or services upon having learned it behaved irresponsibly in the last 12 months
3. Apart from the potential threats and or real adverse effects companies can also gain a competitive advantage from CSR through for example a good corporate image. A few examples of companies that profit from CSR are the Body Shop or DSM.
1.1. Research goal
There are a number of theories that help explain the way companies act on CSR. First of all is legitimacy theory; this theory has been used to explain CSR activities (Deegan 2002).
According to this theory CSR activities are used to give the organization a permission to exist in society. To earn this right a company has to please all of its stakeholders and thus be socially responsible. Another theory is instrumental stakeholders theory (Clarkson 1995;
Cornell and Shapiro 1987; Donaldson and Preston 1995; Freeman 1984; Mitchell et al. 1997).
Companies expect their stakeholders to be satisfied if they undertake certain CSR activities.
Via this way we could explain why companies act the way they do. This theory suggests that companies don’t randomly undertake CSR activities but do this in order to achieve a desired result. Freeman and Evan (1990) use legitimacy theory to explain the practice of balancing and addressing claims of the stakeholders. In this way managers can more efficiently adapt their organization to external demands and thus strive for the maximum amount of corporate financial performance. Another theory regarding CSR activities is stakeholder-agency theory (Hill and Jones 1992; Jones 1995) this theory can give a reason for why companies try to mislead their stakeholders by making information extra complicated and less transparent and thus making it impossible to see if the company is fulfilling its CSR obligation to society. Via this way managers may try to get approval from society while it doesn’t really conduct CSR activities. All of the previously mentioned theories suggest that (the facade of) CSR activities are essential for companies to stay relevant to society and survive. There are also theories that suggest that CSR activities don’t exist to survive but are developed after corporate financial prosperity. In these theories CSR is considered non-critical for survival and is only created when all critical things are taken care of. Mcguire et al. (1988) find that CSR activities depend on excess funds and since most and thus a higher amount of CSR activities can be expected after profitable years. One could say that to start off with CSR activities, companies need an
1
http://www.theguardian.com/sustainable-business/oxfam-multinational-companies-failing-csr
2
http://www.theweek.co.uk/companies/53781/starbucks-pay-tax-first-time-five-years
3
http://www.conecomm.com/stuff/contentmgr/files/0/fdf8ac4a95f78de426c2cb117656b846/files/20
initial investment. The lack of resources can repress the development of CSR according to slack resource theory (Ullmann 1985; Waddock and Graves 1997). On the other hand Waddock and Graves (1997) also suggest an alternative possibility called the ‘good management theory’. This theory suggests that by participating in CSR activities companies satisfy their stakeholders and thus gain an advantage over their competitors. This in turn will lead to extra profit. Apart from these different theories on what forces affect CSR activities, in what temporal order, one can argue that the determinants of CSR have different effects in different countries. Country specific factors can influence the relations, this can be explained by institutional theory (Huntington 1969) which says companies are subjected to their surrounding and are a result of it. Ioannou & Serafeim (2012) suggest there are four different areas in which country differences influence CSR activities of companies. These areas are political system, education and labor system, financial system and cultural system. They find several statistically significant relations regarding these systems on companies CSP. As one can see a lot of theories can be used to explain why a company takes part in CSR activities.
Given the nature and reach of this research not all theories can be used. A selection of the theories mentioned above will be reviewed and taken along in deriving the hypotheses.
1.2. Research questions 1.2.1. Research main question
Given the above theories and previous research the following research question surfaces:
- ‘How can the different determinants of corporate social responsibility between companies be explained across country borders’
1.2.2. Research sub questions
From the main question and the above theories mentioned the following sub questions are formed:
- ‘Does CSR autonomously develop over time and how can this be explained.’
- ‘In what order do corporate financial performance and CSR influence each other and how can this be explained’
- ‘What influence do controversies have on the CSR of a company and how can this be explained.’
- ‘Are determinants of CSR influenced by cultural system and how can this be explained’
1.3. Research plan
To empirically examine the research question a set of variables, originating from the databases “DataStream’, ‘ASSETS 4 ESG’ and ‘Hofstede’s individualism index’, will be used. The first variable is ‘time’, over time the public has become more demanding of companies regarding CSR and NGOs have become better at tracking companies weather they actually fulfill their obligations to society. Therefore I would expect an autonomous growth of CSR activities over time.
The second set of variables is previous corporate financial performance and next year corporate financial performance. I would expect this variable to interact with CSR activities given that four different theories suggest an interaction. Slack resource theory (Ullmann 1985;
Waddock and Graves 1997) argues that CSR activities would follow corporate financial
performance since an amount of excess resources is needed to participate in any other
activities than core business activities. In slack resource theory excess funds theory (McGuire
et al. 1988) is sort of included since it is very similar to slack resource theory only it is less
broad since only excess funds are considered of importance. Another theory, good
management theory (Waddock and Graves 1997), suggests that CSR activities are deployed
by management since it is the right thing to do. This would mean that CSR activities and
corporate financial performance would occur at the same time. Since management immediately seizes the opportunity to deploy CSR activities as soon as the opportunity arises CSR and corporate financial performance occur together. Legitimacy theory (Deegan 2002) says that companies need to be given the right by society to exist. If the company loses this right from society the company can no longer obtain critical resources from society and goes bankrupt. Thus, legitimacy theory would suggest that corporate financial performance follows CSR activities. If a company has better CSR more resources are granted to it by society and thus it can perform better financially. These four theories have a different suggestion of the temporal relation between financial performance and CSR activities. There has been much discussion on the direction of the relationship and thus is it worthwhile do research this topic again. By comparing the previous year and future year financial results from a company to its CSR score during the current year, a correlation should surface with the strongest relation and thus giving more clarity on the direction of influence.
The third variable will be controversies. Some companies are better watched than others and thus be more sensitive to actions from consumers such as boycotts. A reason for this can be past controversies. These companies have to be on their toes since small adverse events can be magnified by the intense monitoring from the public. These better watched companies are the more eager to prevent negative publicity. The better the company is known by consumers the better the quality of its CSR activities will be (Du & Vieira 2012). A higher number of past controversies would therefore be expected to be related to a better CSR.
Legitimacy theory can explain that the company is striving for it’s right to exist in society (Deegan 2002). This right to exist has been damaged by the recent controversies and thus needs to be repaired.
The fourth variable will be cultural system as a country specific factor as a moderator.
All the variables mentioned above might interact different across countries due to of cultural, political or educational system differences as found by Ioannou and Serafeim (2012). In their study they research the effect of country specific factors on the corporate social performance of companies. Their finding is backed by institutional theory (Huntington, 1969) which claims that companies are embedded in a nexus of formal and informal rules (North, 1990). This means that in different countries, different formal and informal rules make companies act in different ways.
1.4. Scientific relevance
Over time the attention given to failure to comply with CSR has risen as is shown by the research of Lee & Carroll (2011). With NGOs closer monitoring and politicians having more attention for CSR an autonomous rise in CSR activities over time could be expected. If this link is found an extra part of the explanation regarding the question; ‘what determines the level of CSR’ is explained. When more of the determinants of CSR are explained we can get a better understanding of all influencers of CSR. When more influencers are known theories can be tested more rigidly since the importance of different forces becomes clear.
The link between corporate financial performance and CSR has been found (Ullmann
1985; Waddock and Graves 1997; Orlitzky, Schmidt & Rynes, 2003) but in these same papers
discussion remains about the direction of the relationship. Slack resource theory (Ullmann
1985; Waddock and Graves 1997), Excess funds (McGuire et al. 1988), Good management
theory (Waddock and Graves 1997) and Legitimacy theory (Deegan 2002) all suggest
different temporal order of the relationship between corporate financial performance and CSR
activities. In the past different directions have been researched and found but the results are
not consistent. In this paper both past and future economic performance will be used and
therefore hopefully a more conclusive result will surface on the direction of the relationship
between corporate financial performance and CSR. These findings are relevant because this
will elaborate on which theory best describes the process of CSR activities coming in to place.
A better understanding of the way managers make decisions can be obtained and possibly an indication on how crucial CSR is to companies.
Controversies in specific sectors have been researched to establish a relation with increased CSR (Du & Vieira 2012). A research without taking sectors into account, regarding controversies and it’s link to increased CSR is new. This variable is closely linked to legitimacy theory since the companies that recently have been in controversies have lost at least some of their right to exist. By conducting a lot of CSR activities the company can try to regain its right to exist and regain access to crucial resources. Islam & Deegan (2010) find in their study that two companies that have recently been subjected to negative press because of bad CSR now have better CSR practices on the criticized topics. Legitimacy theory is still an under developed theory according to the paper of Deegan (2002). If this link is found an extra argument can be made to confirm the existence of the legitimacy theory. If found statistically significant this will also contribute to the understanding of the determinants of CSR.
Most prior studies are single country studies (McWilliams & Siegel, 2001; Margolis
& Walsh, 2003; Orlitzky, Schmidt & Rynes, 2003). A number of studies regarding the effects off cross-country variables on CSR have been conducted before, most of them found significant differences among countries but remain unclear about what variable determines the difference (Maignan and Ralston 2002; Chapple and Moon 2005). Aguilera et al. (2007 p836) argue that “because business organizations are embedded in different national systems, they will experience divergent degrees of internal and external pressures to engage in social responsibility initiatives”. These different national systems have been split up into cultural, political or educational system differences by Ioannou and Serafeim (2012). They find relations between all three of these systems and CSR. The cultural system may be the reason to explain why managers react different to firm economic performance and controversies in relation to CSR. The expectation of the public will depend on cultural system and this can be linked to both legitimacy and institutional theory. Consumers may expect companies to share their profit with more shareholders depending on cultural system. Also, managers may react different under different cultural system as the different unwritten rules oblige them to take part in CSR activities following changing times, firm economic performance or controversies which would advocate institutional theory. Although Ioannou and Serafeim (2012) have also used cultural system, this study does bring something new to the table because culture is being researched as a moderator. If the moderator link is found with any of the previously mentioned variables then a lot of inconclusive results and opposing findings in previous studies may be explained. A further understanding of both institutional and legitimacy theory may follow. Both towards the theory as a whole and the theories regarding cross-national issues.
1.5. Structure of thesis
This paper will continue with the theoretical framework where the main theories used in this
research will be explained. The main theories used are legitimacy theory, institutional theory
and slack resource theory. Based on these theories hypothesis will be formed. Next is the
research method section where all the variables will be made measurable and the used dataset,
ASSET4 by Thomson Reuters, will be explained. In the result section the statistical results
regarding the interaction of the variables will be presented and analyzed. The conclusion and
discussion section will present the limitations of the findings and suggest further research.
2. Theoretical Framework
In this chapter the most important theories that will be used are discussed. Hypothesis will be formed based upon in the second part of this chapter. The reasoning in this study is based on three different theories; Legitimacy theory (Suchman, 1995), Institutional theory (Huntington, 1969) and Slack resource theory (Ullmann, 1985). First the concept of social responsibility will be explained since a unanimous definition still does not exist. Second the different theories will be briefly explained in relation to CSR. Hypothesis will be formed later on in this chapter.
2.1. Corporate social responsibility
In order to find determinants of CSR we first need to identify what CSR is and what definition will be used. One of the first important papers on CSR was the essay from Friedman (1970). Friedman claimed that companies cannot have responsibilities but only people can. Therefore companies should not spend money on CSR but the shareholders and employees should with the proceeds from their stock return and wages if they want to. Later on, the tone gradually shifted and CSR became more than just a hobby of managers and actually became of strategic relevance.
Then the question arises when does something qualify as CSR? Campbell (2007) explains that social responsibility depends on point of view. Should one mainly look at the wellbeing of the workers such as, wage, safety job security or should one look mainly at the environmental impact of the company? Should only objective criteria be selected or are there some subjective criteria also? It is also notable that the public opinion on what CSR consists of changes over time. Campbell (2007) points out: in the industrial revolution a reduction from a 14 hour workday for factory workers to a 10 hour workday was considered as CSR where today 10 hours would be outrageous. The development of the conceptualization of CSR over time has been described by Brown: (2008, p3.) “CSR arose, at least initially, not as a model example of organizational proactivity, but rather as reactions to crises. CSR was triggered by the cratering of public opinion—the declining perception of major corporations, among a whole range of other economically, socially, culturally and politically dominant institutions.” A number of researchers agreed to consider CSR as the following to prevent differences between different researches: “CSR is actions on the part of the firm that appear to advance, or acquiesce in the promotion of some social good, beyond the immediate interests of the firm and its shareholders and beyond that which is required by law.” (Wolfe and Aupperle, 1991; Waddock and Graves, 1997; Hillman and Keim, 2001; Waldman, Siegel and Javidan, 2006).
As a result of this in this paper a combination of social and environmental responsible factors will be used to measure the CSR. Corporate social responsibility is influenced by different factors. Some factors will be researched in this paper and therefore need theoretical backing. Below the theories that will be used to explain the way the variables influence corporate social responsibility will be presented.
2.2. Institutional theory
Institutional theory is a theory on how social beliefs, values, constraints, relations and
expectations lead to a complex of formal and informal rules in which companies are
embedded (North 1990; Crossland & Hambrick 2011). The previously mentioned contributors
to the formal and informal rules are called institutions within institutional theory. These
institutions have been defined by Huntington as: “stable, valued, recurring patterns of
behavior,” defined by their “adaptability, complexity, autonomy, and coherence” (Huntington
1969: p12). The behavior of a company is dependent on the institutions in place. Companies
will build their strategy on the institutions around them and if this requires adoption or
implementation of CSR they will deploy these (Jackson & Apostolakou, 2010).
According to institutional theory organizations will behave different if the institutions are different and will adapt to the external expectations (DiMaggio & Powell 1983). As the surrounding of a company has a certain structure regarding for example governance it is most likely that a company will feel pressure to also change its governance structure and comply with the institutions which are the result of the environment (Deegan 2002).
Some scholars claim that CSR is the result of the institutions around companies. The national business system and cultural system influences the roles of different stakeholders and the influence they have on companies (Matten & Moon, 2008; Jackson & Apostolakou, 2010). The differences between stakeholders in different countries means that they have to be addressed in different ways. The CSR actions that might have positive effect in a certain set of countries might have a totally different outcome in another set of countries. Assuming that companies strive for profit, the effectiveness of CSR and thus the decision of companies to practice it is greatly dependent on the institutional structures in a country.
In the past studies have shown that institutions differ a lot across countries. Whitley (1999) has divided these differences in different national business systems which are based on
“distinctive patterns of economic organization that vary in their degree and mode of authoritative coordination of economic activities, and in the organization of, and interconnections between, owners, managers, experts, and other employees” (Whitley, 1999, p.33). Ioannou & Serafeim (2012) recognize Whitley’s framework as a way to account for the key role of the cultural system and as relevant for empirically researching the influence of culture on CSR. In Whitley’s framework “business systems” are grouped based on a few key institutions within a national business system. By this a comparison between different countries can be made which is necessary do discover nationwide factors.
Matten & Moon (2008) give an example of the difference between CSR in Europe and the U.S.. They say that the U.S. has developed a system where wealthy businessman and corporations give back to society through big charitable donations whereas in Europe a system of public organizations has been put in place to ensure the giving back of wealthy people and businesses. From this example can be seen that most likely the CSR in these two regions is very different. Whereas in the U.S. companies will be expected to participate in a lot of voluntary CSR activities, companies in Europe can get by by mainly just obeying the law. The European people expect less of the CSR of companies since other institutions have been formed to ensure a socially responsible environment.
Crossland & Hambrick (2011) studied these cultural differences on a more micro level and find that a fundamental element of cultural systems is whether they are based on autonomous or consensus-based action. This can be translated to how individualistic
4a society is. A very individualistic country will allow for displaying success and one’s contribution to society. In a very collectivistic country one would merely comply with the display of others and keep ones success to itself. If we look at these differences from a CSR perspective this would mean that countries with high levels of individualism would have more CSR as managers want to display the image of the company and be out there with “their”
success. In countries with a higher level of collectivism a big display of CSR and linking one’s name to it could be seen as self-promotion which is selfish and unacceptable in countries with a high level of collectivism. The research of Ioannou & Serafeim (2012) found
4