A Business Perspective on Social Innovativeness: The Influence on Corporate Reputation and the Relationship with Product Innovativeness

Yıl 2021, Cilt: 23 Sayı: 2, 341 - 363, 30.11.2021

Ayşe Mine Yurdagel , Azize Yalçın

Öz

Social innovation is built within a collaboration of different origin stakeholders like public sector, social sector, people, and private sector. In spite of the substantive studies in the literature for the point of view of the first three players, there seems to be a gap to represent the standing point of the companies within social innovation arena, their contributions and their expectations.
For profit companies deserve an important role in social innovation scheme with their capacity to offer sustainability and scalability to any project. On the other side, companies can enjoy benefits from a social innovation project as well. The study investigates one of these benefits, corporate reputation enhancement. The study also compares the impact of social innovativeness on corporate reputation to the impact of product innovativeness on corporate reputation, and analyzes the correlation between social innovativeness and product innovativeness within a company.
Taking the consumers as the stakeholder in question, the results show that the social innovativeness of a company will positively influence the corporate reputation, and this effect may even surpass the impact of the product innovativeness. Additionally, consumers correlate social innovativeness with product innovativeness, and it is foreseen that the companies having the ability to develop socially innovative projects are also innovative in developing new products or services.

Anahtar Kelimeler

Social Innovation, Corporate Reputation, Social Innovativeness Scale

İş Dünyası Açısından Sosyal Yenilikçilik; Kurumsal İtibar Üzerindeki Etkisi ve Ürün Yenilikçiliği ile İlişkisi

Öz

Sosyal yenilik, kamu sektörü, sosyal sektör, halk ve özel sektör gibi farklı kökenden paydaşların işbirliği içinde gerçekleştirilir. Literatürde, ilk üçünün bakış açısına yönelik önemli çalışmalar bulunmasına rağmen, firmaların sosyal yenilik alanındaki yeri, katkıları ve beklentileri konusunda boşluklar bulunmaktadır.
Kâr amaçlı şirketler, herhangi bir projeye sürdürülebilirlik ve ölçeklenebilirlik sunma kapasiteleri ile sosyal yenilik alanında önemli bir rolü hak etmektedir. Öte yandan, şirketler bir sosyal yenilik projesinden fayda da sağlayabilirler. Çalışmada, bu faydalardan biri olan kurumsal itibarın artırılması araştırılmış; sosyal yenilikçiliğin kurumsal itibar üzerindeki etkisi, ürün yenilikçiliğinin kurumsal itibar üzerindeki etkisiyle karşılaştırılmış ve sosyal yenilikçilik ile ürün yenilikçiliği arasındaki ilişki analiz edilmiştir.
Sonuçlara göre, tüketiciler açısından bakıldığında sosyal yenilikçilik firma kurumsal itibarını olumlu yönde etkilemekte, hatta bu etki ürün yenilikçiliğinden daha yüksek oranda gerçekleşebilmektedir. Ayrıca tüketiciler sosyal yenilikçiliği ürün yenilikçiliği ile ilişkilendirmekte, sosyal olarak yenilikçi projeler geliştirme yeteneğine sahip firmaların yeni ürün veya hizmetler geliştirmede de yenilikçi olduğunu öngörmektedir.

Anahtar Kelimeler

Sosyal Yenilik, Kurum İtibarı, Sosyal Yenilikçilik Ölçeği, Ürün Yenilikçiliği

Kaynakça

• ABDULLAH, Z., ABDUL AZIZ. Y. (2013). Institutionalizing corporate social responsibility: effects on corporate reputation, culture, and legitimacy in Malaysia. Social Responsibility Journal. 9(3), 344-361.
• BASDEO, D. K., SMITH, K. G., GRIMM, C. M., RINDOVA, V. P., DERFUS, P. J. (2006). The Impact of Market Actions on Firm Reputation. Strategic Management Journal. 27(12), 1205-1219.
• BHATTACHARYA, C. B.,. SEN, S. (2004). Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives. California Management Review. 47(1), 9-24.
• BORZAGA, C., BODINI, R. (2014). What to Make of Social Innovation? Towards a Framework for Policy Development. Social Policy and Society. 13(3), 411-421.
• BRAMMER, S. J., PAVELIN S. (2006). Corporate Reputation and Social Performance: The Importance of Fit. Journal of Management Studies. 43(3), 435-455.
• CALANTONE, R. J., CHAN, K., CUI, A. S. (2006). Decomposing Product Innovativeness and Its Effects on New Product Success. Journal of Product Innovation Management. 23(5), 408-421.
• DAHLSRUD, A. (2008). How Corporate Social Responsibility is Defined: an analysis of 37 definitions. Corporate Social Responsibility and Environmental Management. 15(1), 1-13.
• DRUCKER, P. F. 1984. The Discipline of Innovation. Harvard Business Review. 63(3), 67-72.
• ECCLES, R. G., NEWQUIST, S.C., SCHATZ, R. (2007). Reputation and Its Risks. Harvard Business Review. 85(2), 104-14.
• ELKINGTON, J. (1994). Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development. California Management Review. 36(2), 90-100 .
• ELLIOTT, G. (2013). Character and Impact of Social Innovation in Higher Education. International Journal of Continuing Education and Lifelong Learning. 5(2), 71-84.
• FALKENRECK, C., WAGNER, R. (2011). The Impact of Perceived Innovativeness on Maintaining a Buyer–Seller Relationship in Health Care Markets: A Cross-Cultural Study. Journal of Marketing Management. 27(3-4), 225-242.
• FANG, E. (2008). Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market. Journal of Marketing. 72(4), 90-104.
• FOMBRUN, C. J., SHANLEY, M. (1990) What's In A Name? Reputation Building And Corporate Strategy. Academy of Management Journal. 33(2), 233-258.
• GAINES-ROSS, L. (2010). Reputation Warfare. Harvard Business Review. 88(12), 70-76.
• GARDBERG, N. A., FOMBRUN, C. J. (2002). The Global Reputation Quotient Project: First Steps towards a Cross-Nationally Valid Measure of Corporate Reputation. Corporate Reputation Review. 4(4), 303-307.
• GOTSI, M., WILSON, A. M. (2001). Corporate reputation: seeking a definition. Corporate Communications: An International Journal. 6(1), 24-30.
• GRIMM, R., FOX, C., BAINES, S., ALBERTSON, K.. (2013). Social innovation, an answer to contemporary societal challenges? Locating the concept in theory and practice. Innovation: The European Journal of Social Science Research. 26(4), 436-455.
• HALAÇ, D. S., EREN, H., BULUT, Ç. (2014). Sosyal Yenilikçilik:Bir Ölçek Geliştirme Çalışması. H. U. İktisadi ve İdari Bilimler Fakültesi Dergisi. 32(1), 165-190.
• HALME, M., LAURILA, J. (2009). Philanthropy, Integration or Innovation? Exploring the Financial and Societal Outcomes of Different Types of Corporate Responsibility. Journal of Business Ethics. 84(3), 325-339.
• HENARD, D. H., DACIN, P. A. (2010). Reputation for Product Innovation: Its Impact on Consumers. Journal of Product Innovation Management. 27(3), 321-335.
• HERRERA, M. E. B. (2015). Creating competitive advantage by institutionalizing corporate social innovation. Journal of Business Research. 68(7), 1468-1474.
• HOEFFLER, S., KELLER, K. L. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy & Marketing. 21(1), 78-89.
• HULT, G. T. M., HURLEY, R. F., KNIGHT, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management. 33(5), 429-438.
• KANTER, R.M. (1999). From Spare Change To Real Change. Harvard Business Review. 77(3), 122-132.
• KANTER, R.M. (2008). Transforming Giants. Harvard Business Review. 86(1), 43-52.
• KANTER, R. M. (2011). How Great Companies Think Differently. Harvard Business Review. 89(11), 66-78.
• KAYA, N., SEYREK, I. H. (2005). Performance Impacts of Strategic Orientations: Evidence from Turkish Manufacturing Firms. Journal of American Academy of Business. 6(1), 68-71.
• KIM, H., HUR, W. M., YEO, J. (2015). Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation. Sustainability. 7(4), 3683-3694.
• KUNZ, W., SCHMITT, B., MEYER, A. (2011). How does perceived firm innovativeness affect the consumer?. Journal of Business Research. 64(8), 816-822.
• LE BER, M. J., BRANZEI, O. (2010). (Re)Forming Strategic Cross-Sector Partnerships. Relational Processes of Social Innovation. Business and Society. 49(1), 140-172.
• LEE, D. H., CHOI, S. B., KWAK, W. J. (2014). The Effects of Four Dimensions of Strategic Orientation on Firm Innovativeness and Performance in Emerging Market Small-and Medium-Size Enterprises. Emerging Markets Finance and Trade. 50(5), 78-96.
• LUO, X., BHATTACHARYA, C.B.(2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing. 70(4), 1-18.
• MACKENZIE, S. B., PODSAKOFF, P. M., & PODSAKOFF, N. P. (2011) Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly. 35(2), 293-334.
• MANDELLI, A., MARI, A. (2012). The Relationship Between Social Media Conversations and Reputation During a Crisis: The Toyota Case. International Journal of Management Cases. 14(1), 456-489.
• MCNALLY, R. C., ÇAVUŞGİL, E., CALANTONE, R. J. (2010). Product Innovativeness Dimensions and Their Relationships with Product Advantage, Product Financial Performance, and Project Protocol. Journal of Product Innovation Management. 27(7), 991-1006.
• MENGÜÇ, B., AUH, S. (2006). Creating a Firm-Level Dynamic Capability through Capitalizing on Market Orientation and Innovativeness. Journal of the Academy of Marketing Science. 34(1), 63-73.
• MERAL, A. B., BAŞ, M. (2013). Türkiye'de Faaliyet Gösteren GSM Operatörlerinin Hizmet Kalitesi Bakımından Karşılaştırılması ve Uygulanan Rekabet Stratejileri. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 15(2), 41-70.
• MULGAN, G. (2010). Measuring Social Value. Stanford Social Innovation Review. 8(3), 38-43.
• MURPHY, M., ARENAS, D., BATISTA J. M. (2015). Value Creation in Cross-Sector Collaborations: The Roles of Experience and Alignment. Journal of Business Ethics. 130(1), 145-162.
• MURPHY, M., PERROT, F., RIVERA-SANTOS. M. (2012). New perspectives on learning and innovation in cross-sector collaborations. Journal of Business Research. 65(12), 1700-1709.
• NEVILLE, B. A., BELL, S. J., MENGÜÇ, B. (2005). Corporate reputation, stakeholders and the social performance-financial performance relationship. European Journal of Marketing. 39(9-10), 1184-1198.
• OLSON, E. M., WALKER JR O. C., RUEKERT, R. W. (1995). Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness. Journal of Marketing. 59(1), 48-62.
• OU, W. M., SHIH, C. M., CHEN, C. Y., TSENG, C. W. (2012). Effects of ethical sales behaviour, expertise, corporate reputation, and performance on relationship quality and loyalty. The Service Industries Journal. 32(5),: 773-787.
• ÖBERSEDER, M., SCHLEGELMILCH, B. B., GRUBER, V. (2011). Why Don’t Consumers Care About CSR?: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics. 104(4), 449-460.
• PAYAUD, M. A. 2014. Marketing Strategies at the Bottom of the Pyramid: Examples from Nestlé, Danone, and Procter and Gamble. Global Business and Organizational Excellence. 33(2), 51-63.
• PELOZA, J., SHANG, J. (2011). How Can Corporate Social Responsibility Activities Create Value for Stakeholders? A Systematic Review. Journal of the Academy of Marketing Science. 39(1), 117-135.
• PHILLS, J. A., DEIGLMEIER, K., MILLER, D. T. 2008. Rediscovering Social Innovation. Stanford Social Innovation Review. 6(4), 34-43.
• POL, E., VILLE, S. (2009). Social innovation : Buzz word or enduring term. The Journal of Socio-Economics. 38(6), 878-885.
• PONZI, L. J., FOMBRUN, C. J., GARDBERG, N. A. (2011). RepTrak™ Pulse: Conceptualizing and Validating a Short-Form Measure of Corporate Reputation. Corporate Reputation Review. 14(1), 15-35.
• PORTER, M. E., HILLS, G., PATSCHEKE, S., HAWKINS, E. (2011). Measuring Shared Value: How to Unlock Value by Linking Social and Business Results. FSG, 1-15.
• PORTER, M. E., KRAMER, M. R. (1999). Philanthropy's New Agenda: Creating Value. Harvard Business Review. 77(6), 121-130.
• PORTER, M. E., KRAMER, M. R. (2002). The Competitive Advantage of Corporate Philanthropy. Harvard Business Review. 80(12), 56-69.
• PORTER, M. E., KRAMER, M.R.. (2011). Creating Shared Value. Harvard Business Review. 89(1-2), 62-77.
• PORTER, M. E., KRAMER, M. R. (2015). Profiting the Planet. Fortune. 172(3), 64-65.
• PRAHALAD, C. K., HAMMOND, A. (2002). Serving the World's Poor, Profitably. Harvard Business Review. 80(9), 48-59.
• RINDOVA, V. P., WILLIAMSON, I. O., PETKOVA, A. P., SEVER, J. M. (2005). Being Good or Being Known: An Empirical Examination of the Dimensions, Antecedents, and Consequences of Organizational Reputation. Academy of Management Journal. 48(6), 1033-1049.
• ROBERTS, P. W., DOWLING, G. R. (2002). Corporate Reputation and Sustained Superior Financial Performance. Strategic Management Journal. 23(12), 1077–1093.
• RUBERA, G., KIRCA, A. H. (2012). Firm Innovativeness and Its Performance Outcomes: A Meta-Analytic Review and Theoretical Integration. Journal of Marketing. 76(3), 130-147.
• SAKARYA, S., BODUR, M., YILDIRIM-ÖKTEM, O., SELEKLER-GÖKSEN, N.(2012). Social alliances: Business and social enterprise collaboration for social transformation. Journal of Business Research. 65(12), 1710-1720.
• SANDVIK, I. L., SANDVIK, K.(2003). The impact of market orientation on product innovativeness and business performance. International Journal of Research in Marketing. 20(4), 355-376.
• SARSTEDT, M., WILCZYNSKI, P., MELEWAR, T. C. (2013). Measuring reputation in global markets-A comparison of reputation measures' convergent and criterion validities. Journal of World Business. 48(3), 329-339.
• SCHWAIGER, M. (2004). Components and Parameters of Corporate Reputation - an Empirical Study. Schmalenbach Business Review. 56(1), 46-71
• SHIER, M.L., HANDY, F., (2015). From Advocacy to Social Innovation: A Typology of Social Change Efforts by Nonprofits. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations. 26(6), 2581-2603.
• SIRGY, M. J., LEE, D. J. (2008). Well-Being Marketing: An Ethical Business Philosophy for Consumer Goods Firms. Journal of Business Ethics. 77(4), 377-403.
• SOTORRIO, L. L., SANCHEZ, J. L. F. (2008). Corporate Social Responsibility of the Most Highly Reputed European and North American Firms. Journal of Business Ethics. 82(2), 379-390.
• SZYMANSKI, D. M., KROFF, M. W., TROY, L. C. (2007). Innovativeness and new product success: insights from the cumulative evidence. Journal of the Academy of Marketing Science. 35(1), 35-52.
• THEOHARAKIS, V., HOOLEY, G. (2008). Customer orientation and innovativeness: Differing roles in New and Old Europe. International Journal of Research in Marketing. 25(1), 69-79.
• WAGNER, M. (2010). Corporate Social Performance and Innovation with High Social Benefits: A Quantitative Analysis. Journal of Business Ethics. 94(4), 581-594.
• WALKER, K. (2010). A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory. Corporate Reputation Review. 12(4), 357-387.
• WALSH, G., BEATTY, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science. 35(1), 127-143.
• WALSH, G., MITCHELL, V. W., JACKSON, P. R., BEATTY, S. E. (2009). Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective. British Journal of Management. 20(2), 187-203.
• ZHOU, K. Z., YIM, C. K., TSE, D. K. (2005). The Effects of Strategic Orientations on Technology-and Market-Based Breakthrough Innovations. Journal of Marketing. 69(2), 42-60.
• DURMUŞ, B., YURTKORU, E. S., ÇİNKO, M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi. Beta Basım Yayım.
• HAIR, J. F., ANDERSON, R. E., BABIN, B. J., BLACK, W. C. (2014). Multivariate data analysis Pearson New International Edition. Pearson.
• KELLER, K.L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson.
• MALHOTRA, N. K. (2010) Marketing Research: An Applied Orientation Pearson Education India.
• MURRAY, R., CAULIER-GRICE, J., MULGAN, G. (2010). The Open Book of Social Innovation. The Young Foundation and The National Endowment for Science, Technology and the Arts.
• SEKARAN, U. (2003). Research Methods for Business: A Skill Building Approach. John Wiley and Sons.
• CAULIER-GRICE, J., KAHN, L., MULGAN, G., PULFORD, L., VASCONCELOS, D. (2010). Studying Social Innovation. 28.7.2021 tarihinde https://youngfoundation.org/wp-content/uploads/2012/10/Study-on-Social-Innovation-for-the-Bureau-of-European-Policy-Advisors-March-2010.pdf adresinden alındı
• EUROPEAN UNION (2016) 28.7.2021 tarihinde https://ec.europa.eu/growth/industry/policy/innovation/social_en adresinden alındı
• MODIKOS, K., KENNARD, C. (2014). Appraisal Template for Social Innovation Programmes/Projects. A deliverable of the project: The theoretical, empirical and policy foundations for building social innovation in Europe TEPSIE, European Commission - 7th Framework Programme. MULGAN, G., TUCKER, S., RUSHANARA, A., SANDERS, B. (2007). Social Innovation: What it is, why it matters and how it can be accelerated. Said Business School University of Oxford. Skoll Centre for Social Entrepreneurship Working Paper.
• SOCIAL VALUE UK. 2016. Starting Out on Social Return on Investment. 28.7.2021 tarihinde https://socialvalueuk.org/wp-content/uploads/2016/03/Starting%20Out%20Guide.pdf adresinden alındı