期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 32, 期 1, 页码 3-19出版社
SPRINGER
DOI: 10.1177/0092070303258971
关键词
stakeholder theory; corporate social responsibility; market orientation; ethics; community
类别
This article introduces a conceptualization of corporate social responsibility (CSR) that emphasizes the role and potential contribution of the marketing discipline. The proposed framework first depicts CSR initiatives as the actions undertaken to display conformity to both organizational and stakeholder norms. Then, the article discusses the managerial processes needed to monitor meet, and even exceed, stakeholder norms. Finally, the analysis explains how CSR initiatives can generate increased stakeholder support.
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