It means acting responsibly toward the stakeholdersnot just the shareholderswho have a legitimate interest in the business. Marketing is criticized as people feel deficient and incomplete in either selfesteem or possession and they feel compelled to cover this gap by unnecessary spending. Socially responsible marketing college of the holy cross. Adopting key social responsibility principles, such as accountability and transparency, can help ensure the longterm viability and success of any organization or system. Request pdf marketing social responsibility this paper analyzes the optimal strategy of a profitmaximizing firm in response to social responsibility concerns of consumers. This definition is particularly relevant because it touches on just how farreaching a csr program can be. This article is designed to examine the effects of social media marketing, price promotion, and corporate social responsibility on customer satisfaction in the fastfood industry. Sustainable marketing chapter 4 objectives 1 define sustainable marketing and discuss its importance. Instead they find that greater opportunity exists if the organization is visibly accessible and involved with the public. Values and ethics must be imbibed into the company. Corporate social responsibility as a marketing strategy for. Social responsibility in marketing free download as word doc. The role of csr in marketing and branding small business.
A tradeoff may exist between economic development, in the material sense. Marketing ethics me and corporate social responsibility csr are related concepts that often cause definitional confusion among academ. 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. Ethical conflicts in marketing arise due to two reasons. Corporate social responsibilty csr and ethical issues in. The strategic decisions of large companies involve social as well as economic consequences, which are intimately connected. Implementing corporate social responsibility 18 task 1. Youtube, youtube channel, video marketing, youtuber, igtv, erika vieira, video, instagram overeaters anonymous electratone guitar effects hatecast clint taylor how to fix the music business frankos podcast. Most organizations can be placed somewhere in between. Social responsibility in marketing can drive consumers toward products and services, enhancing a companys brand as well as benefiting others. Corporate social responsibility is one of the internal marketing aspects that must be oriented to the organization employees. Laws ethical rules and guidelines become are codified into law.
More firms are coming to the belief that corporate social. Creel points to how lowes donates materials and provides volunteer hours to habitat for humanity, which allows the company to form connections in local communities. Why is social responsibility important in marketing. Strategic corporate social responsibility management for. Pdf determinants of socially responsible marketing decisions.
Raising the level of socially responsible marketing calls for making a threepronged attack that relies on proper legal, ethical, and social responsibility behavior. Social responsibility marketing works for any sector. A systems approach for socially responsible capitalism abstract although the concept of corporate social responsibility csr has been advocated for decades and is commonly employed by corporations globally, agreement on. 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. Fraud and deception are not only morally wrong but also inhibit the efficient functioning of the economy. Impact of social media marketing, price promotion, and. Stakeholders require a lot more from companies than merely pursuing growth. 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. Porter and kramer 2006 discuss the existence of the interdependence between corporations and society. Within the marketing literature, much fragmentation can be observed in terms of the unit of analysis considered and the dimensions of social responsibility investigated. An overview of corporate social responsibility 4 what is the business case for csr. In 2010, the international organization for standardization iso published an international standard, iso 26000. Social responsibility in marketing most marketing organizations do not intentionally work in isolation from the rest of society. Corporate social responsibility csr is without doubt a key feature of national and global corporate citizenship in a much more competitive marketplace where the need to be responsive to needs of the society is even much more pronounced with the growing demand for environmental protection as a result of continued human despoliation of the.
But there is increasing pressure to dress up csr as a business discipline. Explain the impact of social responsibility on marketing results youll recall that we defined corporate social responsibility as the ethical behavior of a company toward society. Ethics moral principles or values that generally govern the conduct of an individual or a group 2. Moreover, involving marketing in consumer research and analysis enables that department to coordinate how a corporate responsibility program is presented to those it wishes to influence. Social responsibility is the idea that businesses should balance profitmaking activities with activities that benefit society.
The data were collected using a survey instrument from 293 customers of. The iso strategic advisory group on social responsibility sag recognizes that there is no single authoritative definition of. Pdf purpose the main goal of this paper is to provide an integrative understanding of corporate social responsibility csr from a corporate. When marketing scholars started expressing concern for corporate social responsibilities in the 1960s and 1970s. Corporate responsibility or sustainability is therefore a prominent feature of the business and society. Corporate social responsibility business essays essay. Moreover, involving marketing in consumer research and analysis enables that department to coordinate how a corporate responsibility program is. All these groups have different needs and wants, therefore the ethical conflicts are likely to take place. We can not discuss the concept of csr without taking into consideration the environment, the ethical aspects of consumer communication, the implication in. Businesses and people face some constraints on what can ethically be done to make money or to pursue other goals. Because if ethics refers to moral values that guide the process of decision making of individuals, the social responsibility. 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.
This paper will also discuss the importance of social responsibility and how a company can attain sustainability in social responsibility. As such, social responsibility provisions interact with a great number of other issues to. Social responsibility has become indispensable mintzberg, 1983. Firms that innovate solutions and values in a socially responsible way are the most likely to succeed. You dont need to be a dogood company to find ways to be charitable. Corporate social responsibilty csr and ethical issues in marketing 299 society. Formal and informal groups businesses, professional organizations, clubs, and professional associations all have codes of conduct. Another brandingrelated benefit of csr is the sense of community it creates.
Corporate social responsibility csr is a buzzword worldwide. The relationship between marketing ethics and corporate social. Corporate social responsibility is the commitment of businesses to contribute to sustainable economic development by working with employees, their families, the local community and society at large to improve their lives in ways that are good for business and. Corporate social responsibility and sustainable business. 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.
Philip kotler proposed the following definition for corporate social responsibility. This article will study, 1 understanding business ethics and socially responsible marketing, 2 developing and implementing a socially responsible marketing. In a single blog post weve covered socially responsible marketing from companies that sell designer apparel, coffee, camping gear, water bottles, and more. First, when there is a difference between the needs of the company, the industry, and society.
Pdf purpose marketing as a social and management process can improve the wellbeing of consumers and other stakeholders. 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. Social responsibility is an ethical framework and suggests that an entity, be it an organization or individual, has an obligation to act for the benefit of society at large. Social responsibility in marketing corporate social responsibility. Social responsibility is a means of achieving sustainability. The idea of socially responsible marketing is sometimes viewed as an extension of the concept of corporate social responsibility csr. Perceptions and definitions of social responsibility. 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. Csr is promoted as a business model to help companies selfregulate, recognizing that their activities impact an assortment of. Social responsibility obligations interact with a number of other concepts, including taxation, transfer pricing, competition, transfer of technology, employment, environment, illicit payments and transparency. Corporate social responsibility and marketing daniels fund ethics. The pro posed framework suggests that marketers can contribute to the successful management of csr by expanding their focus beyond consumers to include. Socially responsible marketing is practiced by companies engaged in corporate social responsibility as a way to clearly communicate their positive social and. Social responsibility in marketing refers to the obligations of the organization to maximize its positive impact and minimize its negative impact on society.581 822 6 1000 836 1563 759 1277 253 1550 21 1634 1404 1184 1231 575 270 1039 1191 462 896 1512 173 994 1381 931 1257 1360 1113 858 156