Corporate social responsibility as a differentiation strategy for export companies
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Abstract
Export companies face constant market transformations and need to adopt strategies other than traditional ones to differentiate themselves from their competitors. Offering products with affordable prices and high quality standards are no longer a differential, but rather basic requirements. Currently, corporate social responsibility (CSR) is presented as a differential for export companies that contribute to generating competitive advantages. In this context, the aim of this research was: to characterize CSR practices or attributes applied in export companies as a differentiation strategy. In addition, the question was raised: how do these CSR-based differentiation strategies contribute to obtaining competitive advantages in export companies? A documentary research of qualitative approach and descriptive scope was used with the application of theoretical methods: inductive-deductive and analytical-synthetic. As a result, export companies perform CSR practices mainly linked to social, economic and environmental dimensions and standards of environmental or social responsibility certifications. There were also cases of companies that highlight the attributes of their products through organic certifications. These strategies have enabled them to internationalize and incur demanding markets, create a positive image and reputation, and above all the differentiation to their competitors. It’s concluded that export companies implement differentiation strategies by applying CSR protocols at both product and enterprise level, the latter being the most widely used.
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