Charity As A Family Business Strategy: A Case Study Of Paragon Technology And Innovation

Abstract

Charity or corporate philanthropy is increasingly recognized as a strategic component in family business sustainability. This study aims to systematically review how charity is applied as a business strategy in familyowned enterprises, with a specific focus ion Paragon Technology and Innovation (PTI). Using a Systematic Literature Review (SLR) approach, this research analyzes and synthesizes 25 selected academic sources published between 2014–2024 from databases such as Scopus, Google Scholar, and ScienceDirect. The review process follows the PRISMA protocol, which includes identification, screening, eligibility, and inclusion stages. The results indicate that charity activities in family businesses serve dual purposes: enhancing social reputation and strengthening longterm business resilience. In PTI’s case, initiatives such as the Wardah Inspiring Movement and Paragon Scholarship Program demonstrate how philanthropy integrates with core business values, promoting both ethical branding and stakeholder loyalty. This review highlights that charity, when strategically managed, becomes a sustainable competitive advantage rooted in family values and social responsibility.