Investigating the effect of corporate social responsibility on product synergy: case study of three manufacturing companies in Iran

The paper aims to investigate the effect of corporate social responsibility on creating synergy in product sales.This research has conducted in a quantitative way in a causal manner by questionnaire. The statistical sample consists of 246 statistical populations that represent the community well. To achieve this goal, they must be select equally from different gender and ages. Three dairy products have considered based on their market value and popularity in three different companies. The variable is sales rate of a company product compared with two others companies based on willingness to buy the same product. Another variable is corporate social responsibility such as environmental and ethical considerations.The results of this study show that a social irresponsible behavior from a corporate about a product can reduce the people's preference for that product by 16 to 23% and 16 to 25% decrease in other product sales. However, socially responsible behavior about a product increases by 1 to 4 percent of people's preference and increase 10 to 14% for other products of the same corporation. Because of the chosen research approach, the research results may lack generalisability and extend the obtained results to other industries. It suggested that this issue explore in the future research. In this study, demographic variables such as gender and age have considered as control variables. In future research, variables such as level of education, socioeconomic status can be examined. The paper includes implications how to product synergy. Corporate Social Responsibility has an effect on the customer's loyalty that the firms can derive a long-term benefit which causes to re-buy and re-patronize the product/service in the future and consequently a higher volume of sales. Corporate social responsibility is an activity that promotes the social benefit and goes beyond the organization’s benefits. The organizations act responsible towards society with the increasing expansion of their impact on the constituent axes of sustainable development, namely economics, society and the environment. This paper fulfils an identified need to study how increasing rate of product sale in the companies by corporate social responsibility

کلیدواژه ها:

Social Responsibility ، Synergy ، Corporate ، Business ، Product