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An En ep eneu ’s Pe sonal Value Pe spec i e in
Managing P oduc Ha m C ises
E andi Jinada i Wa egama
1
College o Economics and Managemen , Huazhong Ag icul u al Uni e si y,
Wuhan, P.R. China
Depa men o Indus ial Managemen , Facul y o Applied Sciences, Wayamba
Uni e si y o S i Lanka, Kuliyapi iya, S i Lanka.
Qing Ping
College o Economics and Managemen , Huazhong Ag icul u al Uni e si y,
Wuhan, P.R. China
Abs ac
P oduc ha m c ises o en e lec he ou comes o i ms’ une hical business
decision-making beha iou s. Li e a u e showed ha he majo i y o c isis
managemen s udies ha e paid high a en ion o inding s a egies om he
consume ’s pe spec i e. Hence, he pu pose o p esen s udy is se o
concep ualise he impac o an en ep eneu ’s pe sonal alues on making e hical
business decisions o ill he empi ical gap ha has been a isen om a i m’s
pe spec i e. A sys ema ic app oach was ollowed o e iew he c isis
managemen li e a u e and o examine he cu en s a us o p oduc ha m c isis
managemen s a egies in schola ly accep ed da abases. The analyzed con en
ound ha he ela ionship among he a iables o en ep eneu ’s pe sonal
alues, i m’s a i ude owa ds ul illing he co po a e social esponsibili ies, and
he e hical decision-making beha iou can be explained h ough he alue-
a i ude-beha iou hie a chy model. Some p oposi ions ha e been sugges ed as
u u e esea ch di ec ions o academia and i is belie ed ha he p esen s udy
inding is a p e- equisi e o he con en p o ision om a i m’s pe spec i e in
p oduc ha m c isis managemen s udy con ex .
Keywo ds: P oduc ha m c ises, business e hics, co po a e social
esponsibili y, pe sonal alues
Ci e his a icle: Wa egama, E. J., & Ping, Q. (2015). An En ep eneu ’s Pe sonal Value
Pe spec i e in Managing P oduc Ha m C ises. In e na ional Jou nal o Managemen ,
Accoun ing and Economics, 2(7), 749-765.
1
Co esponding au ho s’ email: e [email protected]; e [email protected]
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In oduc ion
Human induced p oduc ha m c ises a e ega ded as a business issue, may occu a he
ou pu s age o he ans o ma ion, and cause physical ha m o human beings. Hence, such
c ises a e likely o be a highly sc u inized si ua ion as he blame is a ibu ed o he
a ec ed i m on si e (Collins, 1989; Vassilikopoulou, Cha zipanagio ou, Siomkos, &
T ian a illidou, 2011). A p esen , many o i ms a e unde he inc easing p essu e om
hei s akeholde s ha hey ha e o be socially and en i onmen ally esponsible due o
he e e yday news b oke abou his ype o c ises h ough media. Hence, he g adual
inc ease in he equency o p oduc ha m c ises has e oked some empi ical inqui ies in
inding he an eceden s and consequences o c ises and some c isis managemen
echniques o be e manage ial implica ions. The e iewed li e a u e showed ha such
ype o s udies ha e been ca ied ou in se e al aspec s, such as, consume a ibu ions
and hei eac ions, i ms’ cha ac e is ics and hei esponses, compe i o eac ions, and
e alua ions o he measu es adop ed by i ms o deba e he nega i e consequences
(S andop & G unwald, 2009). Howe e , mos o hose s udies ha e ocused om he
consume ’s pe spec i e and ha e discussed he c ises’ e ec s unde he domains o
consume beha iou and psychology, ma ke ing communica ion and s a egy, and b and
managemen . Hence, he e is a oid in li e a u e o be illed om he en ep eneu ’s
pe spec i e o discuss some p oac i e business o ien a ions o mi iga e he g ounds o
c isis occu ences. F i zsche and Oz (2007) ha e ound ha he p oduc ha m c ises a e
cha ac e ised as he dilemma o alues ha a e held by manage s and o ganiza ions o
p ac ice he business e hics. Hagan and Jo Long (2005); Mulle (1985) ha e no ed ha i
any c isis is cha ac e ised as a iola ion o business e hics, hen i p o okes de imen al
expe iences o he a ec ed i m a i s eco e y.
Ghillye (2008) has de ined a i m’s obliga ion o ul illing he co po a e social
esponsibili y (CSR) as “doing well by doing good” (p. 62). Hence, an en ep eneu ’s
pe sonal alue s uc u e is an impo an conside a ion o de e mine his ole in making
e hical business decisions. Acco ding o Weng and de Run (2013), he alues guide he
desi able s a es ha a social ac o conduc s, and e alua e he e en s and people.
Mo eo e , he alues o en o e p e ailing jus i ica ions o human ac ion as hose a e
unwa e ing o e ime (Kamaku a & Mazzon, 1991), end o be es ic ed in olume
(Rokeach, 1979), and se e as a c i e ion o e alua ing a beha iou (F i zsche & Oz,
2007). A i m’s ad ances o ul illing CSR make impo an implica ions o i s
pe o mance sus ainabili y (Nehm, Swinney & Mille , 2008), because he e ec i eness
o business s a egies can be achie ed when hose a e c a ed in he eyes o he consume s
and he socie y a la ge (Sheikh & Beise-Zee, 2011).
Wi h he mo i a ion ha is de i ed om he said di ec ion, he main objec i e o he
p esen s udy is es ablished o concep ualise he impac o an en ep eneu ’s pe sonal
alues on making e hical business decisions in i ms as a s a egy o manage p oduc ha m
c ises. While ollowing he alue -a i ude-beha iou hie a chy model, his s udy has
desc ip i ely analyzed he ole o en ep eneu ’s pe sonal alues in making e hical
decisions h ough he media ing e ec o he CSR. The p oposed concep ual amewo k
and he unde lined p eposi ions he ein a e possible s udy di ec ions o u u e schola s
o sugges some p oac i e business mechanisms o build up an app op ia e e hical
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business clima e and o sa egua d a i m’s epu a ion om nega i e publici y ha may
emana e om p oduc ha m c ises.
The logical p og ession o his pape is as ollows. Fi s , i has e lec ed he heo e ical
backg ound o he unde lined concep s and he cu en li e a u e o his pa icula a ea o
he s udy. Second, he me hodology o he s udy has ou lined. Thi d, he aluables and
hei in e ela ionships along wi h he p oposi ions ha e discussed. Finally, he
manage ial implica ions ha e discussed ollowed by concluding ema ks o he s udy.
Re iew o Li e a u e
En ep eneu ’s Pe sonal Values and E hical Decision Making Beha iou o a
Fi m
P ac ice o business e hics and CSR a e e ec i ely e lec ed h ough he pe o mance
o a business along wi h he en ep eneu ’s alue o ien a ion he ein. Theo e ically, he
e m ‘ alue’ has been de ined as “a speci ic mode o conduc o end s a e o exis ence is
pe sonally o socially p e e able o an opposi e o con e se mode o conduc o end-s a e
o exis ence” (Robins, 2005). The ecen s udies ha we e based on he alue cons uc
ha e mainly ollowed he Rokeach Value Sys em (RVS) o desc ibe he alue s uc u e
o a popula ion o g oup o indi iduals (Weng & de Run, 2013). The RVS consis s o wo
se s o alues; e minal and ins umen al. While e minal alues e e “ o he goals a
pe son would like o achie e du ing his o he li e ime”, he ins umen al alues e e “ o
p e e able modes o beha io o means o achie ing he e minal alues” (Robins &
Judge, 2013). The RVS alues a e a ied among g oups. Howe e , he people in he same
occupa ions o ca ego ies may end ha e simila alues (Robins, 2005). F i zsche and Oz
(2007) ha e iden i ied ha he alues p o ide he basis o he de elopmen o indi idual
a i udes ha lead o speci ic decision making beha iou . Se e al decision making models
ha e inco po a ed he alues as an in luencing mode o make e hical decision-making by
indi iduals. Mo eo e , Fe ell and G esham (1985) ha e iden i ied some alues and
a i udes as ac o s ha in luence indi iduals on hei con ingency model o e hical
decision-making. Acco ding o F i zsche and Oz (2007), a pe son’s alues se e as he
c i e ia o s anda ds o p e e ence. Mo eo e , such ype o alues has cogni i e, a ec i e,
and di ec ional aspec s which could be concep ualized and also can become as he c i e ia
o making judgmen , p e e ence, and choice. The e m ‘pe sonal alue’ is desc ibed as
he “lea ned belie s ha se e as he guiding e hics in an indi idual” (Schwa z, 1999).
Acco ding o K opp, La ack, and Sil e a (2005), he pe sonal alues a e some belie s o
concep s ha guide assessmen and choice o pa icula e en s and beha iou o an
en iable end s a e. F i zsche and Oz (2007) ha e ci ed om William’s ha “when a
pe son’s beha iou is guided o e a conside able pe iod o ime by one and only one
alue, hen mo e o en pa icula ac s o sequences o ac s a e s ee ed by mul iple and
changing clus e s o alues” (p. 336).
Mos o he p e ious s udies ha e p edic ed and explained abou a i udes and
beha iou s h ough alues (K opp e al., 2005; Kahle, 1984). The pe sonal alue esea ch
cons uc has mainly used in si ua ions whe e i p o ides a heo e ical se o beha iou al
guiding codes (F i zsche & Oz, 2007) as well as o e lec he basic adap a ion o
cha ac e is ics apa om guidelines o shape and guide a i udes and beha iou s (K opp
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e al., 2005). Weng and de Run (2013) ha e conside ed h ee componen s o pe sonal
alues and a e; in e nal, ex e nal, and in e pe sonal o s udy how a consume makes a
choice among di e en ypes o p oduc s based on he sales p omo ion p e e ences’
e ec . Howe e , hei indings ha e e ealed ha he e was no signi ican impac o
pe sonal alues on consume s’ pu chase sa is ac ion and beha iou al in en ion o all
p oduc ypes ha hey ha e aken in o conside a ion h ough hei s udy.
In he i m le el s udies which we e based on he Theo y o Uppe Echelons, ha e
ound ha he chie execu i e o ice (CEO)’s expe iences, alues, and pe sonali ies a e
g ea ly in luenced by hei in e p e a ions o he si ua ions ha hey ace and in u n, a ec
hei choices (Hamb ick, 2007). Acco ding o Chin, Hamb ick, and T e ino (2013),
among he empi ical s udies ha ha e been ca ied ou o es he a o emen ioned heo y,
he mos ha e examined he e ec s o CEOs’ expe iences (e.g., Mille & Shamsie, 2001),
a ew ha e explo ed he e ec s o CEOs’ pe sonali ies ( o example, Pe e son, Smi h,
Ma o ana, & Owens, 2003), and he es ha e conside ed he ole o CEOs’ alues in
making decisions (e.g., Agle, Mi chell, & Sonnen eld, 1999; Simsek, Veiga, Luba kin, &
Dino, 2005). Hamb ick and Mason (1984) ha e emphasized he ole o alues in
beha iou al in en ions and he s udies on execu i e leade ship ha e p oposed ha he
alues can be used o de e mine he manage ial ac ions ( o example, Ba na d, 1938;
Selznick, 1957; And ews, 1971). Howe e , he limi ed empi ical a en ion o an
en ep eneu ’s pe sonal alues could be use ul in ocusing on how pe sonal p e e ences
impac on making e hical business decisions as he p e e ences a e no obse able and in
i ually any hing can be explained as a ma e o as es (B ickley, Smi h & Zimme man,
1997, p. 27). Chin e al. (2013) ha e conside ed he cons uc o ‘poli ical ideology’
(libe alism s. conse a ism) as a e lec ion o CEOs’ pe sonal alues and i s in luence
on making decisions in he a ena o CSR wi h he mode a ing a iables o he CEO’s
ela i e powe and he ecen inancial pe o mance o he i m. The indings o hei
s udy showed ha he poli ically libe al CEOs end o be ela i ely un esponsi e o hei
i m’s ecen inancial pe o mance le els when hey a e ad ancing o CSR in line wi h
hei pe sonal alues and such CEOs emphasize he impo ance o CSR e en when he
i m’s inancial pe o mance is poo . On he o he hand, poli ically conse a i e CEOs
a e mo e sensi i e o cu en pe o mance le els and hey end o limi he CSR ini ia i es
when he i m’s inancial pe o mance is poo . Fu he , Chin e al. (2013) ha e
highligh ed ha i is no ewo hy o a s udy e lec ion o he en ep eneu ’s pe sonal alues
in making decisions because such alues a e conside ed as ela i ely solid and canno be
compa ed wi h he o he a ibu es.
En ep eneu ’s A i ude owa ds CSR
The concep o CSR o discussing he consump ion- ela ed issues has been conside ed
as signi ican in he business e hics con ex (Sch emp , 2014). “A ms ong has no ed ha
he e is a endency among manage s o be i esponsible and use dishones business
p ac ices. Hence, he has sugges ed some echniques o di ec ing manage ial a en ion o
social issues” (as ci ed by Pu e u, McGui e, Siege , & Smi h, 2012). Ghillye (2008) has
de ined he CSR as “ he ac ions o an o ganiza ion ha a e a ge ed owa d he
achie emen o a social bene i o e and abo e maximizing p o i s o i s sha eholde s
and mee ing all i s legal obliga ions” (p. 59). Fu he , he said au ho has explained ha
such obliga ions may include he paymen o all axes ela ed o he p o i able ope a ions
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o he business, he paymen o all employe con ibu ions o he wo k o ce and
compliance wi h all legal indus y s anda ds in he ope a ion o a sa e wo king
en i onmen o he employees, and he deli e y o sa e p oduc s o he cus ome s.
Acco ding o Dahls ud (2006), he dilemma ha is aced by many p ac i ione s is he
co ec unde s anding o he meaning o CSR. Such an unde s anding is no uni o m o
e e ybody because he e a e di e en pe spec i es o CSR as well as such de ini ions a e
a ied widely. Bowen (1953) has de ined CSR as “en ep eneu ’s goals and alues a e
close o he ele an policies, obliga ions o make he app op ia e decisions and o ake
conc e e ac ions easonable”. McGui e (1963) and Da is (1973) ha e belie ed ha CSR
is mo e han na ow economic, echnical, and legal equi emen s o a i m and i needs o
conside and espond o o he ma e s. Acco ding o ha di ec ion McWilliams and
Siegel, (2001) ha e de ined CSR as “ac ions ha appea o u he some social good,
beyond he in e es s o he i m and which is equi ed by law”. F iedman (1970) has
a gued ha i would be une hical o a i m o do any hing o he han deli e ing p o i s
o i s sha eholde s and has speci ied ha hose p o i s should be ea ned “wi hou
decep ion o aud”. In o he wo ds, he i m has an obliga ion o socie y o e and abo e
he expec a ion o i s sha eholde s.
Based on he a o emen ioned a gumen s on de ining he concep CSR, he e a e wo
heo e ical pe spec i es on CSR in heo is s’ s udy. One pe spec i e is in a o o he
o ma ion o CSR and he o he is agains o i . Those en ep eneu s who adhe e o
agains he adi ion o social esponsibili y, he CSR heo y claim ha he his o ical
mission and ounda ion o co po a e exis ence a e ob aining only p o i . I any i m akes
much conside a ion in ul illing social esponsibili y, hen i s ope a ional cos ge s
inc eased. Howe e , such beha iou is con a y o he p o i maximiza ion business
objec i e and i iola es he p inciples o ma ke economy (F iedman, 1970; Le i , 1958).
On he o he hand, hose who suppo CSR admi ha he i m is he basic o ganic uni o
cons i u e in he ma ke economy as a ‘social man’. Hence, a i m mus ake in o
conside a ion o he in e es s o socie y, long- e m de elopmen , and pay a en ion o he
co esponding social esponsibili ies (He idge, 2003; Ca oll, 1991). Acco ding o
Ghillye , (2008), he e a e iple pe spec i es on CSR: (1) e hical, (2) al uis ic, and (3)
s a egic. These pe spec i es can be applied by i ms in an oppo unis ic way o
achie ing hei own pu poses. The e hical CSR ep esen s ha he i ms pu sue a clea ly
de ined sense o social conscience in managing hei inancial esponsibili ies o
sha eholde s, hei legal esponsibili ies o he local communi y, and he socie y a la ge.
The e o e, he i ms’ e hical esponsibili ies a e o ‘do he igh hing’ o all hei
s akeholde s. The al uis ic CSR akes a philan h opic app oach by unde w i ing speci ic
ini ia i es o ‘gi e back’ o he i m’s local communi y o o he designa ed na ional o
in e na ional p og ams. Tha means he i ms a e me ely doing he ‘g ea es good o he
g ea es numbe ’. As a esul , i is a gued ha his app oach iola es he sha eholde s’
igh s and does no conce n o he i m’s o e all p o i abili y. In con as o ha , he
s a egic CSR is a ge ed owa d p og ams ha gene a e he mos posi i e publici y o
goodwill o he i m (Ghillye , 2008, p. 67-68). The e o e, his app oach is e hically
commendable as i gi es bene i s o s akeholde s while mee ing he sha eholde s’
expec a ions.
In o de o unde s and he heo e ical app oaches o CSR, one such app oach om
en ep eneu s’ pe spec i e is he Enligh ened Sel -in e es Model (A am, 1989; A low &
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Gannon, 1982). This model posi s ha he a i ude owa ds CSR will help o sha e o he
economic bene i s o CSR wi h he s akeholde s as CSR will cul i a e loyal y among he
i m’s s akeholde s. Acco ding o Ghillye (2008), hough he i m is le e aging i s
maximum possible publici y ou o hei e o s h ough CSR, hey will a ac he
cus ome s. Bu i he p oduc s o he i m do no li e up o he cus ome s’ expec a ions,
hey will no be e ained. The e o e, he p oduc s o he i m mus mee and exceed he
expec a ions o he cus ome s. I i happens in he long e m, hen he needs o all
s akeholde s should be well aken ca e o .
Some schola s ha e con i med h ough hei s udies ha he en ep eneu s play an
impo an ole in he manage ial decision making (Waldman, Siegel & Ja idan, 2006)
and p o ed ha ans o ma ional leade ship quali ies ha e some impac s on a i m’s end
o engage in CSR. Mulle and Kolk (2010) ha e explo ed ha he managemen eam who
a ed hemsel es wi h ha ing a s ong commi men o e hics is likely o engage in CSR
ac i i ies. Ca oll (1979) has p esen ed he CSR as a hie a chical model which la e
widely been adop ed by academics. Acco ding o him, he CSR includes economic
esponsibili y, legal esponsibili y, e hical esponsibili y, and ha e he eedom o decide
he esponsibili y. Gallo (2004) has ob ained dimensional model o CSR as in e nal and
ex e nal. The in e nal social esponsibili y includes he communi y o p o ide sa is ac o y
p oduc s o se ices, o c ea e economic weal h, comp ehensi e de elopmen o in e nal
s a , and o ensu e sus ainable de elopmen o en e p ises. The ex e nal social
esponsibili y is embodied in he e o s o co ec ing o hinde ing good social a ai s
sabo age. Reinha d (1998) has sugges ed ha he i ms which use CSR can p e en i s
compe i o s o imi a e, which can o en ob ain abno mal e u ns o e he opponen .
Baumol (2014) has a gued ha he mos e ec i e app oach o CSR is no p eaching
abou obliga ions, a he , es ablishing inancial incen i es o doing well by doing good.
Business E hics and I s P ac ice by Fi ms
The e is a widesp ead eeling in he socie y ha many people in businesses a e no
e y ‘e hical’. In gene al, he e m e hics e e s o “how people y o li e hei li es
acco ding o a s anda d o igh o w ong beha iou in bo h how we hink and beha e
owa d o he s and how we would like hem o hink and beha e owa ds us” (Ghillye ,
2008, p. 5). E hics can be u he de ined ollowing he Theo y o u ili a ianism.
Acco dingly, when a pe son is maximizing his u ili y, he cen al mo al equi emen in
his ega d is s a ed as “always ac so as o b ing abou g ea es ne good o all o hose
a ec ed by you ac ions” (Adams & Maine, 1998, p. 14). In o he wo ds, his means o
ecognize ha we may on some occasions ha a e o ced o choose be ween al e na i es
which ha e bo h good and bad consequences. The e m, business e e s o all aspec s o
he wo ld o wo k in con empo a y socie y (Adams & Maine, 1998, p. 1). Acco dingly,
he business e hics in ol es he applica ion o s anda ds o mo al beha iou o business
si ua ions (Ghillye , 2008, p. 21). Schwa z and Webe (2006) ha e highligh ed ha he e
a e se en dimensions; (a) academia, (b) business, (c) social o e hical in es men , (d)
business e hics o ganiza ions, (e) go e nmen ac i i y, ( ) social ac i is g oups, and (g)
media co e age, o measu e he le el o na ional business e hics ac i i y o any coun y
in he wo ld.
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In a i m le el, he unc ional a eas such as sales and cus ome se ice, inance,
in o ma ion echnology, and managemen ha e ope a ional policies ha e lec he o e all
e hical cul u e in ha i m’s pa icula business p ocesses a e conce ned. The c isis e en s
o a i m a e cha ac e ized as he mos impo an and unexpec ed e hical si ua ions (Hagan
& Jo Long, 2005) ha a e unde he i m’s exis ence (Mulle , 1985). Bu all ypes o c ises
a e no in ol ed he e hical esponsibili y o a pa icula agen (Pauchan , Coulombe, &
Ma ineau, 2007) and he sc u iny o he public (Seege & Ulme , 2001). Acco ding o
Vassilikopoulou e al. (2011); Collins (1989), amongs di e en ype o c ises, p oduc
ha m c ises can be ecognized as business issues ha can cause physical ha m o human
beings, occu in he ou pu s age o he ans o ma ion p ocess, a e likely o be highly
sc u inized by s akeholde s and en ail a g ea likelihood ha he i ms will be ega ded as
highly esponsible. Siomkos and Ku zba d (1994); Dawa and Pillu la, (2000) ha e
de ined p oduc ha m c ises as “disc e e, well publicized occu ences whe ein p oduc s
a e ound o be de ec i e o dange ous”. Hence, p oduc ha m c ises can be ega ded as
une hical si ua ions because no only hose can impose ha m o indi iduals (Hä el,
McColl-Kennedy & McDonald, 1998), bu also can happen due o he in ol emen o a
echnological ailu e, male olence, dis o ed alues, and dishones y (Vassilikopoulou e
al., 2011; Le binge , 1997). Dawa (1998) has poin ed ou ha some si ua ions whe e he
p oduc ha m c ises ha e become mo e equen occu ence in he business wo ld, such
as a high complexi y o unc ioning o p oduc s, igid p oduc sa e y legisla ions, and
inc eased willingness among i ms o do olun a y p oduc ecalls. The pos -c isis pe iod
o such ype o ha m c ises is also c i ical o an a ec ed i m because he selec ion o
p omo ional s a egies, he e ec i e main enance o hem, he achie emen o low
p omo ional cos s, e c. o eposi ioning he b and in he ma ke and win back hei
cus ome s a e he ob ious and eal business issues ha ha e o be con on ed wi h
(Hee de, Helsen & Dekimpe, 2007). Fu he mo e, he c isis p oduc b ing ha m o he
en e p ise’s inancial esou ces as well as he se iousness o he c isis may lead o g ea e
losses which may also cause many en e p ises o expe ience a collapse du ing he pos -
c isis pe iod (Siomkos, T ian a illidou, Vassilikopoulou & Tsiamis, 2010).
As a esul , an occu ence o p oduc ha m c isis may aise se e al mo al ques ions
abou he esponsibili y and ai ness ha a e connec ed wi h such an une hical si ua ion.
Fo example, who should bea he bu den o he cos s hose acciden s o inqui ies incu ?,
who is o ough o be esponsible o paying he cos s o de ec i e me chandise o
p oduc s?, is i ai o lea e hese cos s wi h whoe e is unlucky enough o incu hem?,
is he e a mo ally de ensible basis o shi ing he cos s o e o he p oduce ?, e c. The
consume p o ec ion laws and he s ic p oduc liabili y p o ide c i e ia and condi ions
o hose ques ions o public policy and e hics. Also, he o mal code o e hics ha has
been es ablished by he i m is one o he key indica o s o e alua ing he ex en o he
i m’s esponsibili y in ela ion o such si ua ions.
Me hodology
In o de o achie e he s udy objec i e o e iewing he ma ke ing li e a u e o iden i y
an app op ia e s a egy o manage p oduc ha m c ises om an en ep eneu ’s
pe spec i e, a comp ehensi e e iew was ca ied ou and i was mainly based on
academic jou nals unde he ma ke ing and human beha iou s udy domains. Hence, he
schola ly published jou nal a icles we e chosen om online da abases and publishe s
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such as Taylo and F ancis, Willey Online Lib a y, Science Di ec , Eme ald, and Sage.
Li e a u e has ecommended he sys ema ic e iew app oach and con en analysis as he
me hodology o be ollowed o concep o e iew pape s (Fo example, Chan & Ngai,
2011; Vaaland, Heide, & G ønhaug, 2008). Acco dingly, a sys ema ic app oach was
ollowed in sea ching he p e ious s udies using he keywo ds o “Co po a e Social
Responsibili y”, “Business E hics”, “P oduc ha m C isis”, “E hical Decision-making”,
and “Pe sonal alue”. Finally, he con en analysis was pe o med among he selec ed
jou nal a icles which ha e es ed he esea ch models empi ically o iden i y he
heo e ical concep s and suppo i e indings in achie ing he p esen s udy objec i e.
Resul s and Discussion
The con en analysis o he s udy ound ha se e al s udies ha e es ed he alue-
a i ude-beha iou hie a chy model o discuss he impac s o pe sonal alues on o ming
pa icula human beha iou s h ough he media ing e ec o di e en ypes o a i udes
(e.g. Weng & de Run, 2013; Jayawa dhena, 2004; Lo z, Shim, & Geh , 2003; Shim &
Eas lick, 1998; Maio & Olson, 1994; Home & Kahle, 1988). Acco ding o he indings
o hose s udies, i has e lec ed ha he hie a chy o cogni ions om alue o a i ude,
and hen o beha iou is lowing om mo e abs ac cogni ions ( alues) o mid- ange
cogni ions (a i udes) and o he speci ic beha iou s. Amongs he selec ed s udies o
pe o ming he analysis, he pionee ed and widely popula s udy was ca ied by Home
and Kahle (1988). Those au ho s ha e ound he ela ionship ha is exis ed among alue,
a i ude, and beha iou in he na u al ood shopping con ex . Acco ding o hei s udy
esul s, i has e ealed ha he “ alues ha e in e nal and ex e nal dimensions ha may
in luence a i udes. In u n, a i udes we e ound o in luence beha iou s as he inal phase
in he alue - a i ude - beha iou hie a chy” (p. 638). Maio and Olson (1994) ha e es ed
his hie a chy model wi h a i ude unc ions o u ili a ian, ego de ensi e, alue-
exp essi e, and knowledge as he mode a ing e ec and ha e ound ha he subjec s wi h
alue-exp essi e a i udes ha e exhibi ed signi ican ela ions be ween alue impo ance
and hei a i udes o beha iou s. Hence, he di ec measu e o a i ude unc ions can be
used o p edic he s eng h o ela ions among a iables. Lo z e al. (2003) ha e s udied
how Japanese consume s’ a e beha ing in a gi -gi ing con ex , in o mal and in o mal
si ua ions u ilizing he a iables o pe sonal alues (i.e. social ha mony, sense o sel , and
social in eg i y), choice c i e ia impo ance (i.e. in insic quali ies), a i ude (i.e. gi ing
esh ui s as a gi ), and beha io al in en ions (i.e. pu chase ui as a gi in nex 12
mon hs) in a cogni i e hie a chical amewo k. The esul s o he s udy e ealed ha he
cogni i e hie a chy o Japanese consume s’ low om mos o leas abs ac cogni ions
and he ela ionship among he a iables is in ac i espec i e o he si ua ion. Fu he ,
Jayawa dhena (2004) has in es iga ed he ole o pe sonal alues in e-shopping consume
beha iou and has ound ha he pe sonal alues, such as enjoymen , sel -di ec ion, and
sel -achie emen we e signi ican ly in luenced he a ou able a i ude owa ds he e-
shopping a ibu es. Then, he esul ing a i ude had di ec in luence on e-shopping
beha iou . Then, Weng and de Run (2013) ha e in es iga ed how consume s’ pe sonal
alues (in e nal, ex e nal, and in e pe sonal alues) and p e e ences o sales p omo ion
echniques impac on hei pu chase sa is ac ion (a i ude) and he beha iou al in en ions
o he ou ypes o p oduc s; con enience, shopping, special y/luxu y, and unsough .
Thei indings ha e e ealed ha e en hough he p e e ence o sales p omo ion
echnique has impac on he beha iou al in en ions and pu chase sa is ac ion o all he
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Vol. 2, No. 7, July, 2015
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757
p oduc ypes, he e is no signi ican impac o pe sonal alues on any o p oduc ype.
Shim and Eas lick (1998) ha e in es iga ed he ole o sel -ac ualizing and social
a ilia ion pe sonal alues in he a i ude owa ds he a ibu es o egional shopping mall
and mall shopping beha iou . Thei esul s e ealed ha he bo h ypes o pe sonal alues
we e signi ican in making a a o able a i ude owa ds he shopping a ibu es o a
egional mall and in u n, was in luencing on mall shopping beha iou .
Based on he a o emen ioned li e a u e e idences, he alue-a i ude-beha iou
hie a chy model has been selec ed o iden i y a s a egy o manage p oduc ha m c ises
om an en ep eneu ’s pe spec i e. Acco dingly, he ollowing concep ual amewo k is
sugges ed (Figu e 1) o u u e empi ical es ing and alida ion in a p oduc ion decision
making p ocess o a i m.
Figu e 1 Concep ual F amewo k
En ep eneu ’s Pe sonal Values and CSR
The e is a subs an ial body o empi ical li e a u e which has been examined alues and
business e hics. Such s udies ha e included he alues ha a e held by manage s (e.g.
Lincoln, P essley & Li de, 1982; Posne & Schmid , 1984), compa isons o alues (e.g.
F ede ick & Webe , 1987; Nys om, 1990), a compa ison o indi idual and o ganiza ional
alue sys ems (e.g. Lied ka, 1989), and co po a e e hical alues and o ganiza ional
commi men (e.g. Hun , Wood, & Chonko, 1989). Fu he , many schola s ha e sugges ed
ha he beha iou is a esul o alues and a i udes. Bo h s udies o Conno and Becke
(1979), and Home and Kahle (1988) ha e p oposed ha he alues p o ide he basis o
he de elopmen o indi idual a i udes ha lead o speci ic decision making beha iou .
Howe e , O li zky, Schmid , and Rynes (2003) ha e ound ha he e is a posi i e
ela ionship be ween a i m’s ecen inancial pe o mance and he subsequen CSR
ini ia i es. Hence, he i ms may end o emphasize CSR o he ex en ha hey can
inancially a o d o do so. Acco ding o F i zsche and Oz (2007), pe sonal alues may
se e as c i e ia o s anda ds o iden i ying an indi idual’s p e e ences. Based on
Schwa z’s (1999), he p esen s udy has de ined he pe sonal alue as he ‘lea ned
belie s’ ha se e as he guiding e hics in an indi idual who is occupied unde he
ca ego y o ‘en ep eneu ’ wi h ega d o he a i ude owa ds CSR in p oduc ha m c ises
managemen con ex . Acco dingly, he p esen s udy posi s ha ;
P oposi ion 01: The e is a posi i e e ec o an en ep eneu ’s pe sonal alues in e ms
o lea ned belie s on a i m’s ad ance o ul illing CSR as a s a egy o a oid p oduc
ha m c ises ha may eme ge om i s p oduc ion p ocess.
CSR and Business Decision-making
An En ep eneu ’s
Lea ned Belie s on
Business E hics
Fi m’s Ad ances
o ul illing CSR
P oduc ion Decision
E hical
Sel -bene i
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