The Impact of Corporate Social Responsibility on the Choice of R and D or Marketing: Evidence from the Chinese Listed Firms
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Abstract
R&D and marketing are two basic skills for enterprise survival and development. It is difficult for enterprises to choose two tactics reasonably due to the high risk, long cycle of R&D and the asymmetry between the input and output of marketing. Marketing takes the improvement of customer satisfaction as its ultimate goal while R&D is based on the stakeholders’ synergy, so that fulfilling corporate social responsibility as a way to meet the demand of stakeholders will have a significantly impact on how to choose R&D or marketing. Through theoretical analysis and data empirical study, this paper claims that better social responsibility activities will strengthen the role of R&D played in improving enterprise performance and weaken the effectiveness yielded by marketing in performance improvement. Therefore, enterprises which fulfill social responsibility better are more willing to choose R&D.
Keywords
Corporate Social Responsibility, R&D, Marketing, Choice, China
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