跨国公司全球环保责任战略选择研究

Research on Multinational Company,s Choice of Strategy in Global Environmental Protection Responsibility

发展中国家消费者认为,跨国公司应当采用全球标准化的社会责任战略,采取自愿责任行为,并对此积极响应;跨国公司的全球社会责任行为对消费者的公司认同和公司评价都具有直接的正向影响。对于跨国公司来说,实施标准化的全球社会责任行为能够增加发展中国家消费者的认同及对公司的良好评价,并有可能影响消费者购买的决策过程,进而转化为"货币选票"。跨国公司应从战略层面实施全球社会责任行为,构筑企业的长期竞争优势。

The authors carry out a research on multinational company＇s global environmental protection responsibility. The result shows that consumers in developing countries believe that multinational companies should adopt global standardized social responsibility strategies. Multinational companies＇ behaviors of global social responsibility will have positive effect on customers＇ corporate identification and evaluation. So, multinational companies should take actions of global social responsibility from the angle of strategy and build their competitive adage in the long term.