Corporate social responsibility and firm performance: investigating the role of management innovation through marketing intensity

Owusu, FB, Mali, D, ElFalkir, A, Abdo, H and Acheampong, A ORCID: https://orcid.org/0000-0002-9489-5751, 2025. Corporate social responsibility and firm performance: investigating the role of management innovation through marketing intensity. Thunderbird International Business Review. ISSN 1096-4762

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Abstract

This study investigates the relationship between Corporate Social Responsibility (CSR) and firm performance using panel data from 716 Chinese firms listed on the Shanghai and Shenzhen Stock from 2013 to 2019. It further examines the role of management innovation, specifically marketing intensity, in moderating the CSR–financial performance relationship. The findings reveal that CSR has a positive and statistically significant impact on firm financial performance. Moreover, firms with higher marketing intensity derive greater financial benefits from their CSR activities. These results deepen the understanding of how CSR contributes to firm performance and highlight the strategic value of marketing in amplifying the returns from sustainability efforts. Marketing intensity appears to legitimize sustainability efforts in the eyes of stakeholders, thereby strengthening the financial returns from CSR. Our findings offer valuable practical and policy implications for firms and decision-makers aiming to integrate CSR into their strategic and operational frameworks.

Item Type:	Journal article
Publication Title:	Thunderbird International Business Review
Creators:	Owusu, F.B., Mali, D., ElFalkir, A., Abdo, H. and Acheampong, A.
Publisher:	Wiley
Date:	24 August 2025
ISSN:	1096-4762
Identifiers:	Number Type 10.1002/tie.70033 DOI 2489175 Other
Rights:	This is an open access article under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	27 Aug 2025 07:22
Last Modified:	27 Aug 2025 07:22
URI:	https://irep.ntu.ac.uk/id/eprint/54260

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