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Communicating CSR practices – Role of internationalization of emerging market firms

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Routledge, 2019.

For re-use rights please refer to the publisher's terms and conditions.


© 2016 Informa UK Limited, trading as Taylor & Francis Group 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.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Communications

Year: 2019

Volume: 25

Issue: 4

Pages: 365-384

Online publication date: 14/11/2016

Acceptance date: 18/10/2016

Date deposited: 05/09/2018

ISSN (print): 1352-7266

ISSN (electronic): 1466-4445

Publisher: Routledge


DOI: 10.1080/13527266.2016.1251488


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