Abstract Paper aims This study aims to analyze the relationship between the corporate social responsibility (CSR) strategy and competitiveness, considering the moderating effect of the governance mode on CSR actions. Originality This study sheds some light on a tendency towards the proactivity in terms of CSR of Brazilian Multinationals. They also present collaborative governance mode more frequently to conduct CSR actions. Research method In order to reach the research objective, a survey research was carried out in 144 Brazilian Multinationals and SmartPLS was used to conduct partial least square-structural equation modeling analysis. Main findings The results indicated that there is a positive relationship between CSR and competitiveness. Regarding the CSR governance mode, the adoption of different governance modes depending on the characteristics of the CSR action developed. Implications for theory and practice This paper contributes to the literature, since Latin America, especially Brazil, still lacks research that analyzes their CSR practices and establishes relationships with other organizational objectives, such as competitiveness.

Resumo Objetivo O presente artigo tem como objetivo propor um modelo que relacione a responsabilidade social corporativa (RSC), a competitividade e as empresas multinacionais de países emergentes (EMNE) em cadeias globais de valor (CGV). Metodologia Revisão extensiva da literatura e análise de questões sobre a competitividade das EMNEs em relação às práticas de RSC, considerando sua participação no comércio global. Resultados O aprimoramento e integração de conceitos da revisão da literatura levaram-nos a verificar que a participação das EMNEs na CGV modera a relação entre RSC e competitividade. Como resultado, propomos um modelo teórico que resulta na proposição de seis hipóteses de pesquisa considerando três dimensões da RSC. Contribuições O modelo proposto permite uma melhor compreensão da participação das EMNEs no comércio global, considerando as dimensões ambiental, social e estratégica da RSC. Também contribui com a literatura da CGV ao considerar o comércio global a partir da perspectiva das EMNEs e ao adicionar dimensões da RSC na análise.

Abstract Purpose This paper aims to propose a model that relates Corporate Social Responsibility (CSR), competitiveness, and Emerging Market Enterprises (EMNEs) in Global Value Chains (GVCs) Design/methodology/approach Extensive literature review and analysis of issues concerning the competitiveness of EMNEs and its relationship with CSR practices, considering their participation in global trade. Findings The refinement and integration of concepts from the literature review led us to verify that the participation of EMNEs in GVCs moderates the relationship between CSR and competitiveness. In response, we propose a theoretical model resulting in the proposition of six research hypotheses concerning three dimensions of CSR. Originality/value The proposed model allows for a better understanding of the participation of EMNEs in global trade, considering environmental, social, and strategic dimensions of CSR. It also contributes to the GVC literature by considering global trade from the perspective of EMNEs and adding CSR dimensions in the analysis.