Enriching Competitiveness through Corporate Social Responsibility: A Study of Service-Based Enterprises in Zimbabwe

The adoption of corporate social responsibility (CSR) strategies and frameworks has increased as companies recognise the importance of environmental, social, and governance (ESG) factors. This trend is due to the need to improve sustainability performance, meet investor and community demands, and mitigate risks such as shareholder activism and divestment. Multiple frameworks are adopted to effectively report ESG impact, highlighting the growing significance of CSR considerations in the corporate world (Homer & Gill, 2022 [1] ; Kolli & Srikanth, 2022 [2] ; Cowton et al., 2019 [3] ; Elkington & van Dijk, 2017 [4] ; Carroll, 1991 [5] ). On the one hand, CSR initiatives enable companies to support the growth and prosperity of the communities where they do business, addressing societal issues and improving people's lives through funding social and environmental projects. This perspective positively affects communities and can lead to a more substantial reputation and brand image for businesses, resulting in increased customer loyalty and positive word-of-mouth recommendations (Allui & Pinto, 2022 [6] ; Randrianasolo & Semenov, 2022 [7] ; Hossain et al., 2019 [8] ; Makanyeza et al., 2018 [9] ). CSR can also give companies a competitive edge by attracting clients, investors, and skilled workers who view them as more moral and responsible (Wickert, 2021 [10] ; Ajina et al., 2019 [11] ; Park & Kim, 2018 [12] ).