Social responsibility obligations interact with a number of other concepts, including taxation, transfer pricing, competition, transfer of technology, employment, environment, illicit payments and transparency. In introductory marketing chapters, textbooks often differentiate between the marketing concept and the societal marketing concept. Pdf social responsibility and ethics in marketing adnan. Dannon has been maintaining some strong commitment to corporate social responsibility csr, which was integrated into the overall mission of the company. Dannons marketing efforts did focus on the growing united states yogurt consumption and expanding the category, whilst growing the brands. A business enterprise is an important part of the society and it should do its operations and earn money in ways that satisfy the expectations of the society.
Corporate social responsibility, customer satisfaction, and market value although prior research has addressed the influence of corporate social responsibility csr on perceived customer responses, it is not clear whether csr affects market value of the firm. Samsung global code of conduct is based on the following principles. Socially responsible marketing college of the holy cross. Corporate social responsibility and sustainable business. The influence of the corporate social responsibility on companies market ing activities has been discussed in the paper. 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.
The difference between the two is that whats considered ethical in terms of business, society and individually may not be the same thingnor do all business actions necessarily have to be socially responsible in order to be. Corporate social responsibility and marketing daniels fund ethics. Corporate social responsibility as a marketing strategy for. Corporate responsibility or sustainability is therefore a prominent feature of the business and society. Implementing corporate social responsibility 18 task 1. Social responsibility in marketing corporate social. The study makes use of both primary and secondary data and granger causality test was adopted as the estimation techniques. Purposethe current study examines the role of social media for designing effective corporate social responsibility csr communication strategy for modern business organisation to engage their.
This definition is particularly relevant because it touches on just how farreaching a csr program can be. 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. More organizations are making an effort to implement sustainable business practices as they recognize that they can make their products more attractive to consumers and also reduce expenses in packaging, transportation, energy and water usage, and more. Pdf green marketing and corporate social responsibility. Social responsibility and ethics in marketing m mohamed labbai abstract this paper explains the concept of corporate social responsibility csr and. Lets focus on how marketers use corporate social responsibility to achieve marketing objectives. Souvaliotis wondered whether a similar program would encourage consumers to be more environmentally friendly.
Final year research project topics, ideas and materials in pdf, doc download for free. Instead they find that greater opportunity exists if the organization is visibly accessible and involved with the public. Defining corporate social responsibility csr analyses economic, legal, moral, social and physical aspects of environment. The goals of the marketing department are to target an audience, appeal to that audience, and get the audience to purchase that particular product or service. The goodness in and goodness of dannon lindsay sweeney, ashley reed, emily schonberg. Building a case for corporate social responsibility.
Although these beliefs may vary from one individual to another or one company to another, ethics and business responsibility are an important part to any companys marketing department. Why corporate social responsibility is essential for brand. These developments in the marketing field have inspired international marketing scholars. Samsung corporate social responsibility csr programs and initiatives are facilitated through the sustainability management council, which consists of 14 related departments that handle issues from 10 different areas, including society and the environment. Because if ethics refers to moral values that guide the process of decision making of individuals, the social responsibility concerns the. Jensen, 2002 in which the corporation is seen as only an instrument for wealth creation, and its social activities are only a. All these groups have different needs and wants, therefore the ethical conflicts are likely to take place. Corporate social responsibility as a marketing strategy. Perceiving social responsibility as an opportunity rather than as damage control or a pr campaign requires dramatically different thinkinga mindset, the authors warn, that will become. Social responsibility is the idea that businesses should balance profitmaking activities with activities that benefit society.
Corporate social responsibility is typically associated with large companies, not small businesses. Corporate social responsibility in international marketing. Most organizations can be placed somewhere in between. Social responsibility in marketing is often discussed with ethics.
Social responsibility in marketing most marketing organizations do not intentionally work in isolation from the rest of society. Social responsibility in marketing free download as word doc. Sustainable marketing was a huge success, and seven times more ontarians participated in the program than had been the case before the air miles incentive was instituted. Businesses and people face some constraints on what can ethically be done to make money or to pursue other goals. Samsung corporate social responsibility researchmethodology. Socially responsible marketing is practiced by companies engaged in corporate social responsibility as a way to clearly communicate their positive social and.
Firms that have a significant belief in corporate social responsibility tend to be practicing the societal marketing concept. These certainly demand social responsibility and accountability. Social responsibility in marketing can drive consumers toward products and services, enhancing a companys brand as well as benefiting others. Yoplaits welldocumented success in marketing their save lids to save lives campaign is a positive indicator of the. Social responsibility of a business refers to the obligations to take those decisions and perform those actions which are desirable in terms of the objectives and values of society. But as companies of all sizes are quickly learning, social responsibility is a contemporary business imperative.
Corporate social responsibility, marketing, professors from romania, great britain, belgium, the czech. This research study takes a look at corporate social responsibility as a marketing strategy for organizational performance. Youll recall that we defined corporate social responsibility as the ethical behavior of a company toward society. Utilitarian could also be taken synonymously with instrumental theories garriga and mele, 2004. Corporate social responsibilty csr and ethical issues in marketing 299 society. As such, social responsibility provisions interact with a great number of other issues to. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. Why is social responsibility important in marketing. Social responsibility in marketing corporate social responsibility. It means acting responsibly toward the stakeholdersnot just the shareholderswho have a legitimate interest in the business. Corporate social responsibility is one of the internal marketing aspects that must be oriented to the organization employees. First, when there is a difference between the needs of the company, the industry, and society.
Marketing social responsibility request pdf researchgate. This article will study, 1 understanding business ethics and socially responsible marketing, 2 developing and implementing a socially responsible marketing. Corporate social responsibility, customer satisfaction. An overview of corporate social responsibility 4 what is the business case for csr.
Ethics ethics, also known as moral philosophy, is a branch of philosophy that addresses questions about morality that is, concepts such as good and evil, right and wrong, virtue and vice, justice and crime, etc. Though the pursuit of social responsibility and ethical marketing does not automatically translate into increased profit, it is still the responsibility of the firm to ensure it is responsible for its actions and their impact on society. Request pdf marketing social responsibility this paper analyzes the optimal strategy of a profitmaximizing firm in response to social responsibility concerns. Social responsibility in marketing refers to the obligations of the organization to maximize its positive impact and minimize its negative impact on society. In particular, educationdriven initiatives are popular with small and midsized business owners. Fraud and deception are not only morally wrong but also inhibit the efficient functioning of the economy. Green marketing definition and sustainable development. Ethical conflicts in marketing arise due to two reasons. 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 role of csr in marketing and branding small business. 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. Pdf purpose marketing as a social and management process can improve the wellbeing of consumers and other stakeholders. The corporate social responsibility and the marketing strategy. Corporate social responsibilty csr and ethical issues in.
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