Scandinavian Working Papers in Business Administration

Working Paper Series,
Lund University, Institute of Economic Research

No 2005/7: An Integrative Framework for Evolving A Socially Responsible Marketing Strategy

Adel El-Ansary () and Annette Cerne ()
Additional contact information
Adel El-Ansary: Donna L. Harper Professor of Marketing, Postal: Coggin College of Business, University of North Florida, 4567 St Johns Bluff Road, S. Jacksonville, FL 32224, Florida, USA
Annette Cerne: Department of Business Administration, School of Economics and Management, Lund University, Postal: Department of Business Administration, School of Economics and Management, Lund University, Box 7080, SE-220 07 Lund, Sweden

Abstract: The rise in the strategic importance of maintaining positive stakeholder relationships and the need to protect corporate brand reputation has moved the academic and business debates of ethical issues concerning corporate social responsibility (CSR) from being viewed as paternalistic philanthropy to an integral part of business strategy (Raynard et al., 2002; Husted et al., 2000). Subsequently, the integration of CSR issues into business and marketing strategy transitioned from an option to a requirement for doing business. In this paper, the authors suggest a framework for organising the alternative approaches for the integration of CSR into corporate and marketing strategy to evolve socially responsible corporate identity, corporate image, and corporate branding. Towards this objective, we examine these alternative approaches, present a number of propositions to advance notions about the relationships between corporate strategy, marketing strategy, market orientation and stakeholder oriented CSR, and suggest a research agenda for evolving metrics to measure outcomes of alternatives for evolving a CSR oriented marketing strategy.

Keywords: Corporate Social Responsibility (CSR); CSR Integration; Corporate Strategy; Marketing Strategy; CSR-Oriented Image/Identity/Branding; Corporate Branding

11 pages, June 13, 2005

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