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| The In-Depth Corporate Community Involvement in the Context of China: Community Mobilization, Cooperative Modes and Performance |
| LIU Juan，TIAN Zhilong，CHENG Pengfan，ZHAO Hui |
| 1. Huazhong University of Science and Technology, Wuhan, China; 2. Shanghai University of International Business and Economics, Shanghai, China；3. Zhejiang A & F University, Hangzhou, China |
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Abstract This paper argues that the process of in-depth corporate community involvement lies in the structural and the action level of community construction in the context of China. In the structural level, a focal firm adopts three kinds of strategies, namely, identity legitimizing, organizational embeddedness and resources commitment, to obtain the legitimacy and capacity of community mobilization through establishing community governance structure. In the action level, the focal firms not only assists diversified community organizations to set-up and grow, but also get these growing participants involved in community activities through multiple cooperative modes evolving from firm-dominated involvement, firm-community negotiation involvement to community-platform-based involvement. Finally, based on the two levels of in-depth corporate community involvement, the shared performance has been achieved by all participants.
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Received: 26 February 2016
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2017, Vol. 14 
