Corporate Social Responsibilities' Impact On Enterprise Competitive Advantage

Enterprises competitive advantage is the premise and foundation for a company to survive and develop in the fierce market competition.Study on enterprises competitive advantage has been one of the hot concerns.Initially,the study of enterprises competitive advantage are mostly focused on internal resources and capabilities,and with the increasingly dynamic and varied social environment,companies interact with all surrounding factors more closely,to study enterprises competitive advantage from its outside gradually attracted attention.The study of corporate social capital has also been proposed under this background.With the prevalence of global social responsibility movement,the necessity of corporate social responsibility has been improved.The impact of taking social responsibility on its financial performance has also become scholars' and many entrepreneurs' attention.There are many studies try to work out how the corporate social responsibility affect it's financial performance,conclusions basing on different studies are very different and even opposite.In recent years,more and more scholars gradually starting to do research on corporate social responsibility from the perspective of enterprises competitiveness,corporate social capital,and competitive advantage and so on,but some of them are not specified or systematic.Based on this,from the perspective of corporate social capital,and with the example of food and beverage industry in Hangzhou,this essay tries to find out how the corporate social responsibility fulfillment affect its competitive advantage.First,under the desired of this essay,doing literature research on corporate social responsibility,corporate social capital and enterprise competitive advantagerand based on that,this study describe corporate social responsibility from these five dimensions:the interests of the investors,consumers' rights and interests,employee development,responsibility of public benefit and environmental protection;divide corporate social capital into four dimensions:social relationships,trust,reciprocity and social norm,and evaluate enterprises competitive advantage from inside and outside two dimensions:the market performance and financial performance.And proposed the basic assumption and the theoretical model of this essay accordingly,which is about corporate social responsibility,corporate social capital and enterprises competitive advantage and their relationships.Then get the required data through questionnaires in the study and using statistical software SPSS to processing data from survey,and getting the following conclusions from data analysis results:First.part of corporate social responsibility has a significant positive impact role in influencing corporate social capital accumulation,where consumers' rights and interests making the greatest affection;second,the accumulated of social capital have a significant positive impact on the role on enterprises competitive advantage,in which the greatest impact comes from trust:and third,part of corporate social responsibility fulfillment have significant positive impact on enterprises competitive advantage,and social capital played a mediating role on corporate social responsibility's effect on its competitive advantage,which means the corporate social responsibility's impact on its competitive advantage is partly played through social capital.This article use a more comprehensive competitive advantage index to replace the financial performance which is more commonly used in previous studies,and introduce the intermediary variable,corporate social capital into this,so the path of corporate social responsibility's impact on the enterprises competitive advantage become more apparent.In addition,we selected Hangzhou food and beverage industry as research objects,and attempts to find basis from the influence on enterprise competitive advantage from social responsibility,which makes food and beverage industry to fulfill their social responsibility from their own interests,and make it into corporate strategic planning,in order to ensure food safety fundamentally.