Culture of Sustainability and Marketing Orientation of Indian Agribusiness in implementing CSR Programs—Insights from Emerging Market

摘要

The debate regarding the suitability of market orientation or culture of sustainabilityfor corporate social responsibility (CSR) implementation and economic sustainability deservemuch more scholarly attention as globalization and competition in emerging markets increases.Using qualitative content analysis of interviews with 28 senior managers of large agribusiness firmsin India, this empirical article explores how market orientation or culture of sustainability affects CSRimplementation, or vice versa? The findings of the study identify factors such as the nature of a firm’sbusiness, sensitivity, commitment towards sustainable development, and pressure on profitabilitythat prompt firms to adopt sustainability dominant, market dominant, and sustainability–marketmixed corporate culture. Culture of sustainability dominant firms are likely to implement CSR moresmoothly and effectively compared to firms that are driven by market orientation. Moreover, firmscommitted to substantial and consistent CSR are likely to induce culture of sustainability in firms.Finally, the study offers a framework that provides insights into how CSR program implementationand a culture of sustainability are complementary and could strengthen the economic sustainabilityof firms in emerging markets.