Title: Engaging stakeholders in co-creating corporate social responsibility: a study across industries in Mexico

Authors: Andrée Marie López-Fernández; Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, CP 14380 Mexico, Distrito Federal, Mexico City, Mexico ' EGADE Business School, Tecnologico de Monterrey, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, CP 14380 Mexico, Distrito Federal, Mexico City, Mexico

Abstract: Corporate social responsibility (CSR) is a strategy that has been considered to improve firms' image, provide stakeholder satisfaction, increase brand loyalty and as a differentiating factor, among others. Stakeholders have gradually become more interested in firms' operations which lead them to be socially responsible or otherwise negligent. Considering the firms' size, age and competitive posture, there is much potential for pharmaceutical and automotive firms operating in Mexico to fully engage in corporate social responsibility practices. Yet, a lack of proper reporting on CSR and assertiveness by society, have contributed to such firms not fully addressing social issues. This study contributes to the understanding of engagement in CSR in an emerging market, by providing insights regarding differentiating aspects of corporate social responsibility.

Keywords: corporate social responsibility; CSR; Mexico; pharmaceuticals industry; automobile industry; stakeholders; automotive firms; emerging markets.

DOI: 10.1504/IJBCG.2014.060316

International Journal of Business Competition and Growth, 2014 Vol.3 No.3, pp.241 - 253

Received: 28 Nov 2013
Accepted: 09 Dec 2013
Published online: 31 May 2014 *

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