AIB 2012 Conference Proceedings - Academy of International ...

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and scholars interested in the design of microfinance institutions. (For more information, please contact: John
W. Goodell, University of Akron, USA: johngoo@uakron.edu)
Local versus Multinational Companies: Inconsistent CSR Perception by Consumers in Emerging Markets
Omer Farooq, Euromed Management-Marseille
Where previous studies have examined the effects of perceived CSR on consumer related attitudes and
behaviors, this study enhances our understanding of how consumers develop their perceptions from incomplete,
asymmetrical and ambiguous information of CSR and explores the inconsistency in the development of CSR
perceptions of consumers between multinational companies (MNCs) and local companies (LCs). The study also
identifies the ways and means that assist the companies (especially MNCs) to optimize the benefits of their CSR
investments in emerging markets. Furthermore, the study also reveals the differential effects of different CSR
actions on consumers' perceptions of CSR. The hierarchical data obtained from 54 local and multinational
companies and 473 consumers in south Asia reveals interesting findings that have many implications for
research and practice. It was found that CSR actions related to community development are most effective in
the formation of consumer perception of CSR. The results also show that MNCs are at disadvantage in
stimulating the perception of CSR in comparison of their local counter parts. However, MNCs can diffuse this
disadvantage by an effective marketing strategy. (For more information, please contact: Omer Farooq, Euromed
Management-Marseille, France: muhammadomer.farooq@euromed-management.com)
Bonding and Bridging Social Capital and SME Growth in Emerging Markets
Natalya Totskaya, Concordia University
This study examines the role played by bonding and bridging social capital in the choice of SME growth
strategies in the context of emerging markets. A model specifying the effects of bonding and bridging relational
capital on SME growth is developed based on analysis of extant literature. Human capital and institutional
environment are identified as moderators of relationship between the structure of SME social capital and SME
growth patterns. This study contributes to current literature by extending the knowledge of SME growth in
specific context of emerging markets. By testing the effects of relational ties on the choice of growth strategies
this study clarifies the role of intangible resources in SME development. In addition, it provides support for
existing studies on importance of human and environmental factors for the process of firm growth. The
implications of this study include practical recommendations for SMEs on building and using their social capital
to assist development. (For more information, please contact: Natalya Totskaya, Concordia University, Canada:
n_totska@jmsb.concordia.ca)
Session: 1.5.P - Special Session
Farmer Dissertation Award Presentations
Presented On: July 1, 2012 - 16:15-17:30
Chair: Mike Peng, University of Texas at Dallas
External Threats and MNE Strategy: The Role of Exposure, Resources and Coping Mechanisms (Ph.D. Awarded
by Texas A&M University)
Li Dai, Loyola Marymount University
No abstract available. (For more information, please contact: Li Dai, Loyola Marymount University, USA:
li.dai@lmu.edu)
AIB 2012 Conference Proceedings
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