Retailer corporate social responsibility

Purpose The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance. An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for retailers' firm performance and illustrates which CSR dimensions are the most important to focus on. It becomes clear that retailers must care about both downstream- and upstream-oriented CSR dimensions in the value chain. The paper highlights the impact of CSR communication activities for company success both in terms of general communication to the stakeholders and relating to in-store communications.