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Purpose The purpose of this paper is to analyze the bidirectional relationship between corporate social responsibility (CSR) practices and innovation according to the resource‐based theory. Design/methodology/approach Based on a sample formed by companies with investments in R at the same time, an incompatibility exists between investment in R&D and the encouragement of corporate sustainable behavior. Originality/value Previous studies have focused more on analyzing the influence of CSR practices on innovation and in this paper the influence of innovation on CSR practices is also analyzed.
Álvarez et al. (Tue,) studied this question.