The broadest definition of corporate social responsibility is concerned with. Corporate social responsibility rebel alliance empowering. Social responsibility covers a wide range of issues relating to sustainable development and the social and environmental impact of business including. The concept of corporate social responsibility as a paradigm for firms and businesses to follow has evolved from its early days as a slogan that was considered trendy by some firms following it to the present day realities of the 21st century where it is no longer just fashionable but a business requirement. The main goal of this paper is to provide an integrative understanding of corporate social responsibility csr from a corporate marketing perspective, highlighting the critical role of csr in effective corporate marketing strategies. Then, the article discusses the managerial processes needed to monitor, meet. The broadest definition of corporate social responsibility is concerned with what is or should be. By one definition, corporate social responsibility is an ethical management concept where companies aim to integrate social, economic and environmental concerns along with the consideration of human rights into their business operations. Our main performance metric is tobins q, which is the market value of the. The impact of corporate social responsibility on firm value 1046 management science 595, pp. Corporate responsibility or sustainability is therefore a prominent fea ture of the business and society literature, addressing topics of business ethics, corporate social performance, global corporate citizenship, and stakeholder management. This article introduces a conceptualization of corporate social responsibility csr that emphasizes the role and potential contribution of the marketing discipline.
Corporate social responsibility meaning, need and its. Corporate social responsibility csr means firms obligation to protect and improve welfare of the society and its. Corporate social responsibility as commitment in european forum reflecting alcohols burden in europe, the european commission published an alcohol strategy in 2006 to decrease alcohol related harm. Corporate social responsibility definition and example. People of the same trade seldom meet together, eve for merriment or diversion, but the conversation ends in a conspiracy against the public, or in some contrivance to raise prices. If you are like others in any of these roles, we think its also quite possible that you feel challenged and pulled by the demands and expectations surrounding the buzz for corporate social responsibility. As corporate responsibility becomes a bigger shaper of companies public images, ignoring the advantages of effective corporate responsibility marketing becomes an. Danone mission statement danone historically took a holistic approach to social responsibility and, as. Defining corporate social responsibility csr analyses economic, legal, moral, social and physical aspects of environment.
As corporate responsibility becomes a bigger shaper of companies public images, ignoring the advantages of effective corporate responsibility marketing becomes an increasingly higher stakes gamble. This definition is particularly relevant because it touches on just how farreaching a csr program can be. Crosby 1997, corporate social responsibility as a social obligation holds the view that a corporation engages in socially responsible behavior when it pursues profit only within the constraints of law. Corporate social responsibility and sustainability. Corporate social responsibility csr for short is the internationally regarded concept for responsible corporate behavior although it is not clearly defined. The proposed framework first depicts csr initiatives as the actions undertaken to display conformity to both organizational and stakeholder norms. Stakeholders require a lot more from companies than merely pursuing growth. Pdf purpose the main goal of this paper is to provide an integrative understanding of corporate social responsibility csr from a corporate. This is why the concentration of the this paper will be on the concept of corporate social responsibility csr. Corporate social responsibility and international business. Corporate social responsibility is a broad concept that can take many forms depending on the company and industry. Pdf green marketing and corporate social responsibility. Social responsibility in marketing involves focusing efforts on attracting consumers who want to make a positive difference with their purchases. Corporate social responsibility as a marketing strategy for.
The influence of the corporate social responsibility on companies market ing activities has been discussed in the paper. The link between corporate social responsibility csr initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting. These practices fall under the larger rubric of corporate social responsibility csr but are easily conflated with opposing practices. Corporate social responsibility and marketing daniels fund ethics. This study examines the relationship between csr activities in particular, corporate community and environmental activities and marketing. When marketing scholars started expressing concern for corporate social responsibilities in the 1960s and 1970s, they focused on the social duties attached to the marketing function and not on the overall social role of the firm e. The link between csr and marketing performanceone of the dimensions of company performancehas not been investigated so far, however. Ethical conflicts in marketing arise due to two reasons. Corporate social responsibility csr is a buzzword worldwide. Corporate social responsibility fachhochschule kiel. Why is social responsibility important in marketing.
All these groups have different needs and wants, therefore the ethical conflicts are likely to take place. Most organizations can be placed somewhere in between. First, when there is a difference between the needs of the company, the industry, and society. Many companies have adopted socially responsible elements in their marketing strategies as a means to help a community via beneficial services and products.
The impact of corporate social responsibility on firm. The findings show that the understanding of corporate responsibility has. Corporate social responsibility csr refers to strategies corporations or firms. The role of csr in marketing and branding small business. Corporate social responsibility and marketing when you study marketing you learn about some companies that also have goals to ensure that they adopt a corporate social responsibility position. Corporate social responsibility csr is a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, employees, shareholders, communities and the environment in all aspects of their operations. These types of companies focus on both the short term and long term effects of their marketing process and seek to have corporate social responsibility and sustainability as an important priority in their. International journal of corporate social responsibility. The most important action undertaken by the ec was the.
Social responsibility in marketing corporate social. Socially responsible marketing college of the holy cross. Sustainable marketing chapter 4 objectives 1 define sustainable marketing and discuss its importance. Corporate social responsibility csr is a type of international private business selfregulation that aims to contribute to societal goals of a philanthropic, activist, or charitable nature by engaging in or supporting volunteering or ethicallyoriented practices. Corporate social responsibilty csr and ethical issues in marketing 299 society. Dannons marketing efforts did focus on the growing united states yogurt consumption and expanding the category, whilst growing the brands.
Marketing and corporate social responsibility a 410121 3 a focus on social responsibility4 to bring health through food to as many people as possible. An implementation guide for business acknowledgement this guide reflects the inputs of many experts from around the world, including those listed. Research into corporate social responsibility csr in ghana generally, has seen increased scholarly attention but same cannot be said of the specific area of csr and international business ib, ironically th. Pdf the purpose of this research study is to investigate different issues regarding csr and marketing communication. The notion of csr has became more significant with time. This enthusiasm for corporate social responsibility.
Through csr programs, philanthropy, and volunteer efforts, businesses can benefit society while boosting their own brands. The business case for csr will differ from firm to firm, depending on a number of factors. The findings also indicate that as social expectations of corporate behavior. Dannon has been maintaining some strong commitment to corporate social responsibility csr, which was integrated into the overall mission of the company. Purpose the main goal of this paper is to provide an integrative understanding of corporate social responsibility csr from a corporate marketing perspective, highlighting the critical role of csr in effective corporate marketing strategies. In todays society corporations are expected to take more responsibility. Corporate social responsibility and sustainable business. Bsr conducted interviews on targets behalf with a variety of external stakeholders and corporate social responsibility experts. In a nutshell, csr refers to the moral and ethical obligations of a company with regards to their employees, the environment, their competitors, the economy and a number of other. Society looks forward towards business as a resilient part of society which acts as a responsible member of the social community as well as provides its goods and services which contribute towards sustainability. List of books and articles about social responsibility. Corporate social responsibilty csr and ethical issues in. In recent years, many organizations have embraced corporate social responsibility csr, a philosophy introduced in why ethics matter, in which the companys expected actions include not only producing a reliable product, charging a fair price with fair profit margins, and paying a fair wage to employees, but also caring for the environment and.
Corporate social responsibility and marketing performance. You dont need to be a fortune 500 company to start giving back to society and benefiting from the marketing and branding boons a good corporate social responsibly strategy can provide. The corporate social responsibility and the marketing strategy. Corporate social responsibility csr business ethics. These include the firms size, products, activities, location, suppliers, leadership and rep utation i. Corporate social responsibility as an obligation according to j.
550 939 1161 79 139 603 1036 503 1251 1555 319 984 133 895 1094 1548 508 269 117 1537 1241 624 1603 476 321 714 1631 1395 58 724 86 510 152 633 908 354 962