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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JUNE 2011
VOL 3, NO 2
Relationship between CSR and SCA
(Case study Body Shop)
Mohammad Eghbali Teimouri
PhD Student University Kebangsaan Malaysia
Bijan Ganji Jamehshooran
Phd student of Industrial Engineering
Ali Reza Heydari
DBA Student Multimedia University
Abstract
This article is trying to provide a new definition of CSR and SCA regarding to Body Shop and
their relation in current heavy globally competitive market at Body Shop as a well known brand.
We examine some theories about CSR and SCA and connect them to Body Shop then the gap in
literature makes it clear that what the differences between literatures are. The paper’s approach is
to provide a model to show in what degree CSR and SCA can affect each other and Body Shop
as well. And what are the advantages and coming opportunities for Body Shop in playing the
responsibility role in the market. In this paper we provide a model to show the relations between
SCA and CSR. Finally we conclude that we need to use both perspectives in regarding to CSR
and SCA as Body Shop do in its everyday activities.
Keywords: CSR , SCA, marketing, consumer behavior, trust
Introduction
A strategic competitive advantage can be existed when a firm has a product which is considered
by customers as better than of its competitors. For that to happen a firm must care about social
responsibility. Unfortunately most of the entrepreneurs faced with tow myths in creation of a
competitive advantage. One is that firms have lost most of their good opportunities. The other is
that there is not a fair balance between small and big firms so that small firms cannot compete
with big ones. Even if they try to invest in social activities they will fail to be as good as big
firms so it is a big challenge for them to be more responsible to the society. But as we know most
of the companies do not welcome competitors.
As one well-respected author, Karl H. Vesper, puts it:
Established companies do their best to maintain proprietary shields… to ward off prospective as
well as existing competitors. Consequently, the entrepreneur who would create a new competitor
to attack them needs some sort of “entry wedge,” or strategic competitive advantage for
breaking into the established pattern of commercial activity.
In today’s business environment competition is going to be more intense. Although a firm may
be a market pioneer today, the status quo might change overnight. Having competitive advantage
alone is not sufficient. Important factor for being in growth is sustainability; it is the ability
which enables the firms to maintain a competitive advantage. To more competitive regarding to
CSR time is also of the essence. While others are merely finding their orientation to stay abreast
with the latest innovations, the winning company is already moving up to the next level.
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