The article in question deals with the lack of consistency in CSR research. The focus chosen by the authors is on the hospitality industry, although it is possible that a similar trend can be found in other business segments. To study the alleged gaps in the academic literature, the research team conducted a systematic review of the literature on the topic.
The data analysis revealed that while the hospitality industry is suitable for the evaluation of benefits and challenges of CSR implementation, the majority of studies are poorly designed and explore profitability, perceived outcomes, and processes of CSR programs instead of evaluating specific aspects and enhancing the understanding of theory. The research team suggests that such an approach does not reflect the context-specific characteristics of CSR within the industry and contributes little to the social implications of the practice.
The article has several strengths, some of which are segment-specific while others apply to areas outside the scope of research. First, it deals with a highly relevant topic and brings up a serious flaw. In the modern business environment, CSR initiatives are gradually shifting from the domain of useful optional practices to a practical necessity. There is also a growing recognition of their social and financial profitability. In this light, the issue of inappropriately oriented research and possibly compromised results presents an especially troubling prospect. Thus, the goal of the study is well positioned, which contributes to the strength of the article.
Second, the article responsibly cites the sources used to strengthen the allegations of the authors. Importantly, in several instances, the research team highlights a supposedly conflicting view on a given aspect of the CSR and promptly supports the claim with sufficient examples from both sides. Considering the volume of the literature on the topic, such consistency is necessary to maintain a high level of credibility and lends additional reliability to the findings.
Third, the study utilizes several variables that add to the reliability of the results, such as the disaggregation of the reviewed articles by topic and the source of the publication. The article effectively summarizes the findings based on these variables in well-organized tables and charts, which further improves its clarity and accessibility.
However, the article also has several noticeable flaws that weaken its credibility. For instance, the data for the research was obtained from the academic articles on CSR in reputable journals. However, CSR as a concept does not have a conclusive definition, which allowed the initial researchers to focus on certain areas of the practice, aggregate the indicators from different fields, and otherwise interpret the data. While acceptable for a concept in the early stage of development, it seriously undermines the compatibility of data. In other words, it is unclear whether the results of such analysis can be deemed reliable as long as the sources utilize such loosely defined concepts.
Next, the sample used for the study cannot be considered representative. The overwhelming majority of the articles chosen for the research is from the English-speaking publications and is therefore focused on a certain geopolitical environment. The modern corporate world currently includes numerous rapidly developing countries that often adopt the established social and cultural norms to their needs and, on some occasions, introduce new and unique aspects into play. Therefore, additional caution is to be exercised when applying the findings in the Arab World or any of the Asian countries. Finally, the authors state their inability to research without the adoption of meta-analytical techniques, which can be considered a minor weakness since the field in question is relatively young. In other words, the chosen approach is acceptable for the exploratory purposes of the article.
The findings presented in the article are important for society in several key aspects. From the purely theoretical perspective, the working definitions provided by the authors can be used to conduct further inquiries on the matter or replicate the study in different conditions, such as in the countries of the Arab World. The article also identifies several key components of CSR initiatives, such as processual impacts, holistic approach to CSR, and the differentiation between internal and external influences of CSR. While this classification requires further refinement and testing, in its current state, it already holds a certain potential for improving the theoretical knowledge on the matter and can be used to achieve the necessary level of consistency in the CSR research.
From the practical perspective, the discrepancies in the current understanding of the CSR must be acknowledged by both the management and the human resource departments. The former can adopt the identified classification and account for the provided criticisms during the planning and the implementation of CSR in the organization and thus avoid at least some of the shortcomings associated with the lack of focus and contextual specificity. The latter can incorporate the key concept in training programs for the employees, thus ensuring a better understanding of goals and consistency of actions. By extension, all of the identified options are expected to improve the quality of the delivered practices, increase their efficacy, and contribute to the overall well-being of the stakeholders including local communities and, possibly, the population of selected countries.