CSR – A marketing tool?
Keywords:Corporate social responsibility, large-sized companies, marketing, company’s annual report, company image
AbstractStarting from the idea that investing in CSR creates value not only for the company’s stakeholders, but especially for the company itself, in this article, using secondary data analysis, we try to answer the question: is CSR a sign of responsibility or just a marketing tool for promoting the business?The purpose of this paper is to bring contributions in highlighting the nature of the connection between CSR and Marketing, using the secondary data analyze of the annual reports of some companies. Companies that usually use the annual report as a marketing or communication tool for voluntary disclosure of non financial information to their various stakeholders, including shareholders, employees, customers, suppliers, media and government, and to develop a particular brand image for the organization although the report is sometimes a financial one.
• Banytė, J., Gadeikienė, A. (2008), Corporate Social Responsibility as a Marketing Means in Lithuanian Business Practice, Economics and Management.
• Blowfield, M. (2005), Corporate social responsibility – the failing discipline and why it matters to international relations, International Relations, 19(2), 173-191.
• Burja, V., Mihalache, S. Ş. (2010), Corporate Social Responsibility. Example Roşia Montană Gold Corporation, International Workshop on Economics, Management and Marketing, ICMEA, Alba Iulia.
• Carroll, A.B. (1998), The four faces of corporate social responsibility, Business & Society Review, 100, 1-8.
• Carroll, A.B (1999), Corporate social responsibility. Evolution of a definitional construct, Business and Society, 38(3), 268-295.
• Chahal H. and. Sharma R.D. (2006), Implications of corporate social responsibility on marketing performance: a conceptual framework, Journal of Services Research, Volume 6, Number 1, 5-6.
• Coors, A. C.; Winegarden, W. (2005), “Corporate Social Responsibility – Or Good Advertising?”, Regulation, Vol. 28, Issue 1.
• Dawkins, C., Ngunjiri, F. W. (2008), “Corporate Social Responsibility reporting in South Africa: A Descriptive and Comparative Analysis”, Journal of Business Communication, Volume 45, Number 3.
• Enginkaya, E., Ozansoy, T., Ozarslan, E. (2009), “A theoretical framework about how organizations promote their corporate social responsibility initiatives”, International Journal of Business and Management, Vol 1, No 2.
• Handelman, J.M. and Stephen J.A. (1999), “The role of marketing actions with a social dimension: Appeals to the institutional environment”, Journal of Marketing, July, 33-48.
• Jahdi, K. and Acikdilli, G. (2009), “Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?”, Journal of Business Ethics, 88:103-113.
• Jamali, D. (2008), “A Stakeholder Approach to Corporate Social Responsibility: A Fresh Perspective into Theory and Practice”, Journal of Business Ethics.
• Kotler, P., Armstrong, G. (2008), Principiile marketingului, Forth Edition, Teora, Bucureşti.
• Kotler, P., Lee, N. (2005), Corporate social responsibility, John Wiley&Sons Inc., Hoboken, New Jersey.
• Matten, D., & J. Moon (2004), Implicit and Explicit CSR. A conceptual framework for understanding CSR in Europe”, ICCSR Research Paper Series.
• Ogrizek, M. (2002), “The effect of corporate social responsibility on the branding of financial services”, Journal of Financial Services Marketing, 215-228.
• Pendleton, A. (2004), “The real face of corporate social responsibility”, Consumer Policy Review, Vol. 14, Issue 3.
• Stroup, M. and Newbert, R.L. (1987), “The evolution of social responsibility”, Business Horizons, 22-24.
• Suchman, M. C. (1995), “Managing legitimacy: Strategic and institutional approaches”, Academy of Management Review, 20, 571-610.
• Ven, B. (2008), “An Ethical Framework for the Marketing of Corporate Social Responsibility”, Journal of Business Ethics 82.
• Windsor, D. (2004), Global corporate social responsibility: International regimes and the constellation of corruption, poverty, and violence. In J. Hooker & P. Madsen (Eds.), International corporate responsibility: Exploring the issues (pp. 43-67). Pittsburgh, PA: Carnegie Mellon University Press.
• Zu, L. (2009), Corporate Social Responsibility, Corporate Restructuring and Firm’s Performance. Empirical Evidence from Chinese Enterprises, Springer-Verlag Berlin Heidelberg.
• “European Commission, Promoting a European framework for corporate social responsibility – Green Paper, Office for Official Publications of the European Communities, Luxembourg, 2001.
• „A guide to communicating about CSR”, European Commision, Directorate-General for Enterprise, la http://europa.eu.int/comm/enterprise/csr/campaign/ documentation/index_en.htm.