民营企业履行社会责任的涟漪效应——基于成长集团的案例分析

The Ripple Effect of Social Responsibility Fulfillment in Private Enterprises:A Case Study of Chengzhang Group

当前理论研究对企业履行社会责任能否提升企业价值并没有一致的结论,这就让企业在是否要履行社会责任面前摇摆不定。本文以一家民营企业——成长集团——为研究对象,分析其在员工、客户及社会三个层面所履行的社会责任活动,结果发现该公司履行的社会责任不仅为企业带来了收益,还引发了涟漪效应。其中员工层面履行的社会责任活动产生了员工角色内行为与角色外行为等员工价值;客户层面履行的社会责任活动促进了客户推荐、帮助、反馈等顾客公民行为;社会层面履行的社会责任活动扩大了企业的知名度,提升了企业的声誉。进一步的研究发现了该企业的社会责任活动产生涟漪效应的缘由:首先,企业领导人高度重视并履行社会责任;其次,社会责任的履行遵循了从员工到客户再到社会这样一个由内而外的顺序;最后,"真善"的社会责任才能带来"善报"。研究结果不仅拓展了企业社会责任的研究领域,也可为调动民营企业履行社会责任的积极性提供借鉴。

At present,theoretical research has no consistent conclusion on whether fulfilling social responsibility can enhance the corporate value,which makes enterprises vacillate in the face of whether they should fulfill social responsibilities.This paper takes Chengzhang Group,a private enterprise,as the research object,and analyzes its social responsibility activities at the employee,customer and social levels.The results show that the social responsibility performed by the company not only brings positive benefits,but also triggers ripple effects.Among them,the social responsibility activities performed at the employee level generate employee values,such as the behavior within the employee role and that outside the employee role.Social responsibility activities performed at the customer level promote customer citizenship behaviors such as customer recommendation,help and feedbacks.Social responsibility activities at the social level have expanded the popularity of the enterprises and enhanced their reputation.At the same time,further research finds that the ripple effect of CSR activities is caused by that,firstly,corporate leaders attach great importance to and fulfill their social responsibility;secondly,the implementation of social responsibility follows the order from the employee to client and to society;and thirdly,the social responsibility of“true goodness”can bring“good reward”.The research results not only expand the research field of corporate social responsibility,but also provide a reference for mobilizing the enthusiasm of private enterprises to fulfill their social responsibilities.