Document Type
Article
Keywords
stock prices; corporate social responsibility; market myopia
Identifier Data
https://doi.org/10.1108/MF-01-2024-0052
Publisher
Managerial Finance
Rights Management
Copyright © 2024, Emerald Publishing Limited
Abstract
Purpose – This paper offers a fresh perspective on this debate by exploring the direct relationship between a firm’s stock price performance and its CSR activities, placing particular emphasis on the underlying intent or motive behind the CSR initiatives.
Design/methodology/approach – This research examines the relationship between a firm’s stock price and its corporate social responsibility (CSR) activities, distinguishing between responsive and adaptive CSR. While responsive CSR, often a response to negative events, elicits immediate positive stock performance, adaptive CSR initially triggers negative stock performance. However, long-term analysis reveals adaptive CSR leads to positive stock performance, especially for family firms. The study challenges the notion of market myopia, suggesting the market values responsive CSR in the short term but recognizes the long-term benefits of adaptive CSR over time. Clear communication about adaptive CSR intentions and benefits may help in accurate market valuation.
Findings – This research examines the relationship between a firm’s stock price and its CSR activities, distinguishing between responsive and adaptive CSR. While responsive CSR, often a response to negative events, elicits immediate positive market reactions, adaptive CSR initially triggers negative reactions. However, long-term analysis reveals adaptive CSR leads to positive returns, especially for family firms.
Practical implications – The study challenges the notion of market myopia, suggesting the market values responsive CSR in the short term but recognizes the long-term benefits of adaptive CSR over time. Clear communication about adaptive CSR intentions and benefits may help in accurate market valuation.
Originality/value – First, it expands on previous studies by exploring how the different motivations behind CSR activities lead to varying effects on stock returns. Second, it sheds new light on the subject of market myopia. The findings demonstrate that adaptive CSR initiatives can initially trigger market reactions similar to those caused by perceived over-investment, in contrast to the more favorable response to responsive CSR activities.
