| Summary: | This research explores firms’ motivators to engage in corporate social responsibility
(CSR) actions from the middle managers’ perspective. In-depth interviews were
conducted with 27 middle managers from Quang Ninh province in Vietnam. Using
Carroll’s (1991) CSR pyramid model as the framework for qualitative data analysis,
the research finds that, through the middle managers’ lens, firms are motivated to
engage with CSR for necessity and sufficiency. The necessity components are
profitability, competitive advantage, law compliance, and anti-bureaucracy
achievements serving as the maintenance factors; and the sufficient components known
as encouraging factors include employee retention, ethical image and reputation. The
research contributes to the extension of Carroll’s (1991) CSR pyramid model to the
context of local firms in a developing country.
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