Company image and corporate social responsibility: reflecting with SMEs' managers

Purpose This paper is focused on corporate social responsibility (CSR) in the context of small to medium‐sized enterprises (SMEs). Its main interest consists of establishing a framework for clarifying the drivers of CSR activities in such a context. This paper also aims to analyse how CSR influences SMEs' image and positioning. Design/methodology/approach The general conceptual framework proposed by the literature is complemented with empirical research based on a longitudinal multi‐case study (inter and intra‐industry). Findings The research proposes that the owner/managers' values, market pressures and laws are key drivers for CSR in the SMEs context. Managers expect positive outcomes when CSR is implemented. However, the data suggest that while proactive and consistent SMEs may build up a good image and strong positioning, reactive and opportunistic firms may be penalised by stakeholders (e.g. customers). Practical implications CSR activities, when adequately managed, contribute for a better SME image and market positioning. Originality/value The ideas presented in this paper may help in achieving better management of resources in SMEs.