Enriching Competitiveness through Corporate Social Responsibility: A Study of Service-Based Enterprises in Zimbabwe

Abstract

This research paper examines the connection between corporate social responsibility and corporate social performance in the service-based enterprises sector in Zimbabwe. The existing literature lacks consensus on how CSR initiatives can enhance competitiveness, particularly in social business orientation. The study proposes three theories highlighting environmental, social, and governance frameworks as critical elements for achieving sustainable performance in these organisations. The data for this study were collected using a cross-sectional research design. 650 participants who hold senior managerial positions in their organisations in the Harare region completed an online questionnaire. The SmartPLS 4.0 software was used to analyse data and apply the partial least squares approach. This approach helped identify the interrelationships among the measurement components. The empirical results highlight the significance of environmental and philanthropic factors as key drivers of sustainable competitiveness. These findings can assist in strategically managing corporate social responsibility by enabling companies to tailor their social engagement strategies to local environments and specific company contexts. Our research findings can potentially assist managers in developing countries to prioritise their corporate social responsibility activities beyond the charitable quest. By doing so, they can effectively distinguish their engagement and social business initiatives from other organisations in the market.