Research on Corporate Citizenship Engaging in Social Welfare Activities

Great expectations are being placed on firms to act with increasing social responsibility, which is adding a new dimension to the role of management and the vision of companies. Meanwhile, society is looking more closely at the impact of business on the public. Thus, the notion of the corporate citizenship is a significant transition in corporate consciousness as organizations look beyond their own definition and experience to see the broader issues. We argue that social welfare activities are strategic investments for firm. They can create intangible assets that help companies overcome entry barriers, facilitate globalization, and outcompete local rivals. Therefore, recognizing six major areas of social welfare activities, we propose four strategies of corporate citizenship engaging in them. They are simple contribution, topic contribution, collaboration with non-profit organizations or government organizations, and establishment of corporation charity fund. Future research on corporate citizenship would be strengthened in philanthropic strategy and management.