Academic journal article Journal of Positive Management

Corporate Social Responsibility in the Context of the Enterprise Marketing Activities

Academic journal article Journal of Positive Management

Corporate Social Responsibility in the Context of the Enterprise Marketing Activities

Article excerpt

1. Introduction

Corporate social responsibility (CSR) is becoming an increasingly popular area of activity of companies which are interested in not only the managers or owners, but also customers, suppliers, NGOs, administrative and other stakeholders groups. This article aims to present CSR initiatives as part of deliberate strategy o the company which is one of the key sources of competitive advantage in the market. In this sense, CSR programs can be the basis for a broader view of marketing activities of enterprise. Considerations based on the identification of a CSR marketing model, pointing to the key aspects of this activity to the company, the environment and customers. The characteristics of the issues analyzed in the article was based on the existing achievements of literature and magazines. Analyzed in the paper issues have a significant impact on the social and practical implications in the field of consciousness, identity and perceptions of socially desirable and responsible actions that should lead enterprises nowadays to care for the welfare of buyers and the public.

2. The concept of Corporate Social Responsibility

The concept of CSR is variously understood and identified with many aspects of the business. For some, this is a particular area of business activity, aimed at mitigating or preventing excessive interference in today's business environment, for others it means a set of tactics and activities aimed at building a positive image of the company by engaging in socially ministerial meeting objectives for the environment (natural, socio-cultural, investors, representatives of the authorities, etc.). CSR can be defined as the activities implemented by the company that goes beyond the native activity (commercial implementation of the goals of the business), whose area of interest is the welfare of society. The scope of CSR may therefore include both modifications to products, taking into account the social aspirations of the stakeholders, the implications in terms of staff management or care for the environment through appropriate management processes across the enterprises (McWilliams et ah, 2006: 1-16). The dynamic development of the expectations of corporate social responsibility came in the second half of twentieth century, as a result of social changes (including increased customer awareness, active NGOs, raising of awareness and sensitivity to social issues, etc.). These conditions began to take into account the business strategies of companies, as a commitment to expand the economic dimension of socially acceptable and expected initiatives. Enterprises are responsible to create, maintain and increase social welfare, which is why it is the essence of CSR initiatives that are socially useful. This includes taking care of the interests of the company, employees, customers and the environment, which aims to build and/or strengthen the customer loyalty, goodwill and other stakeholder groups, social acceptance activities undertaken in the field of CSR (Nakonieczna, 2008: 20-21).

Currently, corporate social responsibility programs should be seen as part of the deliberate strategy of the company, being one of the key sources of competitive advantage in the market. In this sense, CSR can be the basis for a broader approach to marketing activities of companies, which is reflected in the rise of the concept of social, eco-friendly and engaging marketing (Porter, Kramer, 2002: 56-69; Kotier, 1999: 26). These actions should lead- beyond satisfying the needs, desires and expectations of the target groups of customers- to care for the welfare of buyers and the public. The social marketing are observed all the traditional principles of marketing, and additionally draws attention to the balance between the interests of business, consumers and the environment in which the firm operates. The main objective of the company is efficient and effective to stimulate and satisfy the needs and desires of customers while complying with the interests of the individual and society as a whole. …

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