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Strategic Innovative Marketing pp 309–314Cite as

Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs

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Abstract

This paper analyses why and how multinational companies are integrating sustainability and CSR values in the corporate strategy. Second, the paper investigates how companies communicate sustainable and CSR activities and finally we explore the impacts of its communication. The analysis is based on case studies with data collected through nine in-depth interviews with senior managers of the most relevant Spanish MNCs. The results show that management and communication of CSR values contribute to the competitiveness of global companies considering the global demands of stakeholders in accordance with instrumental theories of CSR. The results tend to indicate that the communication of CSR has some risks but also some opportunities. When the communication strategy based on CSR values is effective, the relationship with the stakeholders become stronger and the reputation and perception of the firm increase with internal and external stakeholders.

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Author information

Authors and Affiliations

  1. Communication Department, ESIC, Business & Marketing School, Madrid, Spain

    Lopez Belen

  2. Audiovisual Communication and Advertising I Department, Complutense University of Madrid, Madrid, Spain

    Villagra Nuria

Authors
  1. Lopez Belen
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  2. Villagra Nuria
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Corresponding author

Correspondence to Lopez Belen .

Editor information

Editors and Affiliations

  1. Technological Educational Institute of Athens , Egaleo, Greece

    Androniki Kavoura

  2. Dept. of Computer Science & Technology, University of Peloponnese, Tripoli, Greece

    Damianos P. Sakas

  3. Technological Educational Institute of Athens , Egaleo, Greece

    Petros Tomaras

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Belen, L., Nuria, V. (2017). Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_39

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