Communicating CSR practices–Role of internationalization of emerging market firms

Arpita Agnihotri, Saurabh Bhattacharya

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


Emerging markets suffer from institutional voids, and in such resource deficient economies, corporate social responsibility is given scant attention. However, when firms from emerging markets globalize, international stakeholders become suspicious about firms’ products, services, and business practices. Grounded in the liability of emergingness and legitimacy theory and using a sample of 134 manufacturing firms from one emerging market, India, this study explores how firms’ international diversification intent and market-seeking motives influence emerging markets’ firms communication of socially responsible activities as an attempt to eliminate illegitimacy. Furthermore, the study reveals that business group affiliation enhances the influence of internationalization on firms’ communication of socially responsible activities.

Original languageEnglish (US)
Pages (from-to)365-384
Number of pages20
JournalJournal of Marketing Communications
Issue number4
StatePublished - May 19 2019

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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