Corporate Social Responsibility in the Context of the Enterprise Marketing Activities

By Drewniak, Rafal | Journal of Positive Management, January 1, 2013 | Go to article overview

Corporate Social Responsibility in the Context of the Enterprise Marketing Activities


Drewniak, Rafal, Journal of Positive Management


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. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Corporate Social Responsibility in the Context of the Enterprise Marketing Activities
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.