The supporting function of marketing in corporate social responsibility

Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350, Swaen, Valérie and Johnston, Wesley 2009. The supporting function of marketing in corporate social responsibility. Corporate Reputation Review 12 (2) , pp. 120-139. 10.1057/crr.2009.9

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Abstract

The authors investigate both marketing and corporate social responsibility (CSR) practices, develop an instrument to measure those practices, and apply it to a survey of 441 US organizations. The survey identifies four reliable types of marketing practices and five reliable dimensions of CSR practices. Furthermore, this study confirms the proposition that CSR practices are more prevalent in organizations that employ relational marketing practices; all types of CSR practices are positively influenced by one or more types of relational marketing practices, but transaction marketing specifically supports CSR practices related to customers, suppliers and investors. Finally, by reaching out to its stakeholders, an organization can increase its revenues and profits, which in turn improves its chance of surviving in the long run.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HG Finance
Uncontrolled Keywords:	Corporate social responsibility ; CSR ; Marketing ; PLS ; US organizations
Publisher:	Palgrave Macmillan
ISSN:	1363-3589
Date of First Compliant Deposit:	30 March 2016
Last Modified:	02 May 2023 21:24
URI:	https://orca.cardiff.ac.uk/id/eprint/22004

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