Prospector orientation and CSR: the moderating role of national philanthropic environments

Authors

• Alexey V. Semenov, Belmont UniversityFollow
• Arilova Randrianasolo, Loyola University Chicago

Document Type

Article

Publication Date

2025

Publication Title

Journal of Strategic Marketing

Abstract

Existing research often frames firms with a prospector orientation as integrating corporate social responsibility (CSR) to enhance reputation and competitiveness. However, this perspective typically relies on the resource-based view (RBV) and overlooks the institutional context that influences CSR. Addressing this gap, we examine how national philanthropic environment (NPE), a component of the normative institutional environment, moderates the relationship between prospector orientation and CSR. Drawing on institutional theory and RBV, we analyze cross-country, firm-level data from 262 companies across 10 countries. Using hierarchical linear modeling, we find that in countries with high NPE, prospector orientation is positively associated with CSR, whereas in low-NPE countries, the relationship is negative. These findings contribute to strategic marketing and CSR literature by demonstrating that the normative institutional context shapes when prospectors align strategies with CSR. The study also underscores the value of integrating institutional and resource-based perspectives when examining firm-level strategic decisions across national environments.

Recommended Citation

Semenov, A. V., & Randrianasolo, A. (2026). Prospector orientation and CSR: the moderating role of national philanthropic environments. Journal of Strategic Marketing, 34(2), 69-91. https://doi.org/10.1080/0965254X.2025.2579564