A stakeholder approach to corporate social responsibility, reputation and business performance

Purpose - This paper aims to investigate business managers' assessment of stakeholders' influence on corporate social responsibility (CSR) initiatives. The key stakeholders included "employees" and "unions" as internal and "public", the "media" and the "government" as external stakeholders. The purpose was to estimate the influence of stakeholders that managers perceive as important. Moreover, the study sought to identify association between the CSR construct and corporate reputation and in turn whether this influences business performance. Design/methodology/approach - This study uses a mail survey with a random sampling of senior managers sourced from Dun & Bradstreet's Australian business database, focusing on large organizations (i.e. minimum $10 million p.a. reported sales and minimum 100 employees) as the selection criteria. A conceptual model was developed and tested using structural equation modeling. Findings - The results identified that "employees" and the "public" are perceived to be the influential stakeholder groups in CSR decision-making. There was evidence of a positive relationship between the CSR construct and reputation, which in turn influenced market share, but not profitability. Research limitations/implications - This study examined a cross-section of organizations using Dun & Bradstreet's database of Australian businesses and may not fully represent the Australian business mix. The effective response rate of 7.2 per cent appears to be low, even though it is comparable with other research in the CSR area. There may have been some self-selection by the respondents, although there were no statistically significant differences identified in the corporate characteristics of those invited to participate and those responding with usable questionnaires. Practical implications - Managers can adopt a stakeholder-influenced CSR strategy to generate strong corporate reputation to improve business performance. It is important to ensure that the interests of "employees" and "public" stakeholders are addressed within organizational strategy. Respondents were less concerned about government stakeholders and thus government involvement in organizational CSR may need to be revisited. Social implications - The major concern that emerges from these findings is the absence of the perceived importance of regulatory stakeholders on firms' CSR activities. Regulatory controls of CSR messages could reduce or eliminate inaccurate and misleading information to the public. Originality/value - The analysis explains the perceived relative influence of stakeholders on CSR decisions. It also provides an understanding of the link between organizational CSR reputation and organization's performance.

Identifying race bettor groups by their gambling behaviour

Given the increasing social acceptance of gambling, as well as its ease of accessibility through telephone, Internet and game consoles, it is no wonder that gambling has seen an increase in popularity in the past decade (Pinto & Mansfield, 2011). Gambling is now recognized as the largest entertainment service industry in the world, with its revenue greater than both music sales and movies combined (McGowan, 2008, cited in Pinto & Mansfield, 2011). A vast majority of the gambling research deals with problem and pathological gambling (Jolley et al., 2006; Lam & Mizerski, 2009; Mizerski et al., 2011). This is despite the evidence that only 2% of the gambling population are classified as problem gamblers (Productivity Commission, 2010). This ignores understanding the gambling behaviour of the general gambling population (Lee et al., 2006). Recently, there has been increasing effort to understand the behaviour of the general gambling population (Jolley et al., 2006; Lam & Mizerski, 2009). However, few studies have investigated whether there are different gambling groups based on their behaviours in the population.
Market segmentation is a widely used tool in marketing to identify heterogeneous groups of individuals. Market segmentation can lead to efficient resource allocation, competitive advantages and increase business profitability (Dibb & Simkin, 2009; Dibb et al., 2002). The gambling industry offers a variety of gambling products that has now resulted in increased competition which can draw away existing and potential bettors to other companies. It is now important for gambling service providers to better understand betting behaviour of their customers in order to devise strategies to retain them. Accordingly, the purpose of this research is to investigate whether different gambling cohorts exist based on their gambling behaviour.