The problem for stakeholder models is that they may be hijacked by public relations and marketing to communicate an ethical image. Request pdf corporate social responsibility and marketing. The general population has become increasingly aware of social and environmental issues, which by no coincidence, concurs with numerous ngos around the world popping up to show corporations and individuals the ethical way. Currently, the romanian enterprise s in a similar situation, but it is placed at a different level. It is also illustrated how companies and organizations can control and measure their social. Social marketing when marketing principles are used to bring out social change it is called social marketing.
Corporate social responsibility and corporate financial. Ae causerelated marketing, part of corporate social responsibility and its influence upon consumers attitude 74 amfiteatru economic as can be inferred from the above definition, causerelated marketing is a commercial agreement which is based on a winwin situation for both participants. The industrialists and businessmen have now accepted that they owe a responsibility to the. Implementing corporate social responsibility 18 task 1.
These certainly demand social responsibility and accountability. Occidentals social responsibility sr framework is rooted in our core values of integrity, investment and innovation. In 2003, when the university of adelaide launched its fairtrade practices initiative on campus, it was received with a sense of excitement and expectation in the recognition that. Methods the approach is a conceptual one based on virtue ethics and on the cor porate identity literature.
Introduction corporate social responsibility csr became one of the most debated topics in the management field in recent decades. The impact of corporate social responsibility on firm. Index termscorporate social responsibility, universities, sultan qaboos university, literary canon, student bodies. This book presents the main framework of corporate social responsibility csr in connection with international marketing. An integrative framework article in journal of the academy of marketing science 321. The study makes use of both primary and secondary data and granger causality test was adopted as the estimation techniques. Cyril and methodius university, skopje, macedonia abstact. Designing and implementing corporate social responsibility.
However, gaps remain on how csr can be effectively integrated with existing business processes. Companies are increasingly enhancing their corporate social responsibility as a means to retaining and growing consumers. Corporate social responsibility csr, banking industries, integrative research framework. The aim of this study is to develop a comprehensive framework and propositions showing the integration of market orientation mo as an economicoriented strategy and corporate social responsibility csr, as a sociallyoriented strategy for business performance bp.
Corporate social responsibility and marketing daniels fund ethics. Introduction striving for a sustainable condition for living involves many stakeholders across disciplines. A conceptual framework of corporate social responsibility and. This framework promotes transparency and collaboration with our key stakeholders to develop and implement sustainable sr programs. Integrated corporate social responsibility integrated csr will help to answer alls these questions with a clear yes. Integrative approach for corporate social responsibility. In this module weve covered a range of different corporate ethical challenges, legal requirements, and opportunities to contribute to social good. Keywords corporate social marketing corporate social responsibility corporate credibility value congruence customer loyalty prosocial behavior introduction in 1971, kotler and. Then, the article discusses the managerial processes.
Department of international business, school of management, national dong hwa university, hualien, taiwan. The proposed framework first depicts csr initiatives as the actions undertaken to. This article introduces a conceptualization of corporate social responsibility csr that emphasizes the role and potential contribution of the marketing discipline. Corporate social responsibility csr and universities. Cyril and methodius university, skopje, macedonia 2. An integrative framework grounded in theory and practice abstract this article introduces an integrative framework of corporate social responsibility csr design and implementation.
The social transformation of business gained fuller force in the 1970s as companies, whether due to enlightened selfinterest or in response to regulatory requirements or activists protests, entered an era that might be called managing corporate social responsibility. An integrated management systems approach to corporate. The objectives and responsibility are two side of the same coin of business. Corporate social responsibility csr, also known as corporate respons ibility. Keywords corporate social marketing corporate social responsibility corporate credibility value congruence customer loyalty prosocial behavior introduction in 1971, kotler and zaltman proposed the concept of social marketing, referring to the design, implementation, and control of programs calculated to in. Furthermore, they explain that csr is a comprehensive set of policies. One key question remaining is how to design business processes so that they accommodate stakeholder requirements in an integrated manner. An integrative framework, journal of academy of marketing science, vol. The three models of corporate social responsibility bizfluent. Ae causerelated marketing, part of corporate social. Corporate social responsibility in marketing 105 the following pertinent research question arises from these definitions. A conceptual framework of corporate social responsibility and innovation. Research was conducted on random samples of young consumers of the telecom industry. It includes the csr background, such as its history and examples of how organizations implementedcan implement the philosophy of csr into their core business.
A conceptual framework for understanding the effects of. This research study takes a look at corporate social responsibility as a marketing strategy for organizational performance. The increasing importance that this subject is acquiring in our current society can be observed from many perspectives. An integrative framework isabelle maignan vrije universiteit amslerdatn, the netherlands o. Marketing facilitates the process of adoption of new ideas, concepts by either reinvesting or modifying the old ideas. Introduction the expression of the idea of corporate social responsibility can be analyzed in different periods of the societys existing, from the first industrial revolution up to days 1. Discourse on corporate social responsibility in the context of. Purpose the purpose of this paper is to develop an ethical framework for the marketing of cor porate social responsibility. Index termscorporate social responsibility, corporate financial performance, social capital, interlocking directorates. Corporate social responsibility has been integrated in the organi. This paper shows that corporate social responsibility csr and firm value are positively related for firms with high customer awareness, as proxied by advertising expenditures. The resulting integrative framework, based on this multiple case study and lewins change model.
Efqm framework for corporate social responsibility in healthcare sector in the u. Carroll in its modern formulation, corporate social responsibility csr is a product of the postworld war ii period. Ferrell colorado state university this article introduces a conceptualization of corporate social responsibility csr that emphasizes the role and potential contribution of the marketitig discipline. The results of the study show that there are six types of. The three models of corporate social responsibility. Furthermore, stakeholder analysis is also, unfortunately, open to abuse. Corporate social responsibility for market integration unido. E alaaabuhejleh aah doctoral student with the british university in dubai uae samihyehia sny doctoral student with the british university in dubai uae author responsible for correspondence. Corporate social responsibility, a strategy to create and. The corporate social responsibility an important aspect for consumers 49 3. Corporate social responsibility and corporate financial performance. Theories of corporate social responsibility the implementation theories correspond to the basis to create a model that describes a csr implementation process according to carol, 1991 business and politics communities have been influenced by the globalisation process and the displacement of values from material to immaterial values that. Kumar and bala 2011 have pointed out that csr is a. The centerpiece of competing and complementary frameworks archie b.
A conceptual framework corporate social responsibility csr means firms obligation to protect and. The idea of corporate social responsibility is encompassed in the meaning of sustainability. An overview of corporate social responsibility 4 what is the business case for csr. 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.
The proposed framework first depicts csr initiatives as the actions undertaken to display conformity to both organizational and stakeholder norms. A conceptual framework of corporate social responsibility. One of the dominant parties that play the biggest role is the business entity. The corporate social responsibility csr approach as a. Corporate social responsibility csr is a vital construct in the banking industry due to its influence on brand credibility, positive word of mouth, and repeat purchases.
Social responsibility, ethics, and marketing strategy. Using the url or doi link below will ensure access to this page indefinitely. At a time when firms are looking for innovative ways. The conceptual paper aims at highlighting the manner in which green marketing is observed as a vital instrument for fulfilling corporate social responsibility and marketing interventions at the same time. Corporate social responsibility csr is a concept whereby organizations serve the interests of society by considering the impact of their activities on customers, employees, shareholders, communities and the environment in various aspects of their operations. Our corporate social responsibility framework safety provide our consumers with highquality, safe and efficacious products and our valued employees with a safe workplace regulatory ensure that our products and operating facilities meet or exceed all applicable standards, globally environmental reduce the environmental impact of our operations. Theories of corporate social responsibility management essay. We view business sustainability as a consequence of the application of corporate social responsibility strategies. For firms with low customer awareness, the relation is either negative or insignificant. An integrative framework isabelle maignan vrije universiteit amsterdam, the netherlands o. An integrated management systems approach to corporate social. A framework for corporate social responsibility analysis. Today, companies regardless of their size and target market, have to earn approval of the society. The corporate social responsibility csr approach as a framework for business involvement in health promotion in the welfare state by michelle sara monachino october 2016 isbn 9789176856420 the title of the series no.
The proposed framework first depicts csr initiatives as the acttions undertaken to display conformity to both organizational and stakeholder norms. Market orientation and corporate social responsibility. An integrative framework this article introduces a conceptualization of corporate social. In its csr programme, unido addresses the need to establish a framework for smes that helps translate corporate social responsibility principles into a relevant sme perspective, thereby enhancing their competitiveness and market access. Corporate social responsibility is the commitment a company has to the community outside of its shareholders and employees. The inal analysis revealed a moderately signiicant level of awareness of corporate social responsibility among the target market of the telecom industry. The resulting integrative framework, based on this multiple case study and lewins change model, highlights four stages.
Innovation and sustainable development are major contemporary issues. The purpose of this thesis is to provide a new and practical framework for corporate social responsibility analysis. Corporate social responsibility csr, efqm framework for csr, society, stakeholders 1. Efqm framework for corporate social responsibility in.
Corporate social responsibility as a marketing strategy. The subject isnt without controversy, with some claiming corporations have no role in social responsibility and others asserting that they cant escape it. Integrating social responsibility and ethics into the strategic planning process. This article introduces an integrative framework of corporate social responsibility csr design and implementation. Alaaabuhejleh, abu dhabi, mbz, tower flat 704, uae. Jan 25, 2019 corporate social responsibility is the commitment a company has to the community outside of its shareholders and employees. Corporate social responsibility in businesstobusiness. Innovation represents an important tool for achieving corporate social responsibility while sustainable development is a challenge for business and emphasises the direction that innovation activities can take. Corporate social responsibility policy framework preface. Then, the article discusses the managerial processes needed to monitor, meet, and. Because if ethics refers to moral values that guide the process of decision making of individuals, the social responsibility concerns the impact of the decisions of the. Corporate social responsibility, a strategy to create and consolidate sustainable businesses 93 image, position in relation to competitors and financial performance. A great deal of research has emphasized the strategic management of corporate social responsibility csr. It is in the framework of research undertaken by the representatives of marketing.
The stakeholders need to be recognized by the management as entities, which codesign. Furthermore, the website of the the choice is yours campaign shows the logos of the drinks of diageo 7, page 1590. Ferrell colorado state university this article introduces a conceptualization of corporate social responsibility csr. Ferrell colorado state university this article introduces a conceptualization of corporate social responsibility csr that emphasizes the role and. This is now realized by almost all businessmen all over the world. 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 concept of social responsibility of business has its roots in the objective of the business itself. Social responsibility in marketing refers to the obligations of the organization to maximize its positive impact and minimize its negative impact on society. Our approach of integrated corporate social responsibility integrated csr is based on the fact that csr and brand and reputation management have a common ground. In this way the beneficiaries of corporate social responsibility may be selected on grounds.
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