Strategic management of the socially responsible firm: integrating management and marketing theory
Article Abstract:
The social responsibility of corporations may be viewed as a business product marketed to certain 'key' segments of the corporations' clientele. Given this assumption, corporate social responsibility is modeled as a marketing (rather than as a management) concept. Socially responsible corporations are shown to achieve certain moral, ethical, economic, legal or discretionary goals established by the society within which they operate. Social responsibility, if marketed properly, can improve a company's competitive stance. To verify the corporate benefits from socially responsible actions, corporations must devise methods for measuring public response to such actions and it is suggested that market research techniques may represent the best methods for assessing such responses and the public's opinion as a whole.
Publication Name: Academy of Management Review
Subject: Business, general
ISSN: 0363-7425
Year: 1986
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Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: financial versus nonfinancial impacts
Article Abstract:
A study which includes a controlled experiment reveals that companies should use a management model that consciously and explicitly weighs the social impact of their decisions. Goodwill generated by corporate responsibility can be evaluated.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1997
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Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: financial versus nonfinancial impacts
Article Abstract:
Research provides a framework for evaluating the impact on customers of corporate social responsibility. The payoffs are intangible and long term, not immediate financial.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1997
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