A stakeholder model for implementing social responsibility in marketing

被引:350
作者
Maignan, Isabelle [1 ]
Ferrell, O. C. [2 ]
Ferrell, Linda [3 ]
机构
[1] ING Bank, Amsterdam, Netherlands
[2] Colorado State Univ, Dept Mkt, Ft Collins, CO 80523 USA
[3] Univ Wyoming, Coll Business, Dept Management & Mkt, Laramie, WY 82071 USA
关键词
Social responsibility; Stakeholder analysis; Corporate identity;
D O I
10.1108/03090560510610662
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - To provide a comprehensive managerial framework to understand and provide a well balanced and integrated stakeholder orientation for implementing corporate social responsibility in marketing. Design/methodology/approach - Many published articles provide significant findings related to narrow dimensions of stakeholder orientation in marketing. This article utilizes existing knowledge on this topic to support a methodology to implement a well-integrated corporate social responsibility program that encompasses marketing. Findings - The findings provide a grounded framework based on previous research that provides a step-by-step approach for implementing corporate social responsibility from a marketing perspective. Research limitations/implications - The framework developed in this paper provides an opportunity to examine to what extent the step-by-step methodology has been implemented in organizations as well as alternative approaches for implementation. Practical implications - This is a managerial guide for using a stakeholder model for implementing social responsibility in marketing. Originality/value - This paper fulfils a need for advancing knowledge on implementing social responsibility in marketing and provides a practical framework for managers who desire to implement social responsibility.
引用
收藏
页码:956 / 977
页数:22
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