Can firms have a knowledge-based CSR personality? A matrix typology

Extant literature in corporate social responsibility (CSR) is broad and prevailed by empirical studies, but the conceptual understanding of the relationship between the firm’s knowledge of social responsibility and practices seems scanty. The literature evidence that tried to classify firms based on their CSR personality from a knowledge perspective is quite limited, and hence the motivation of the research gap in this paper. The paper develops a conceptual level matrix model based on the review of pertinent theoretical work of stakeholder theory in the context of social responsibility literature. Following on, a matrix typology of four CSR personality types of defectors, accidentals, hypocrites, and apostles are proposed in the paper. As the study is at a conceptual level, future research could empirically test and refine the CSR personality typologies model in multiple contexts. Finally, some concluding remarks on the need for an understanding of the typology of firms based on CSR practices and knowledge (i.e., know-how) and related implications are presented.