Literature Review CSR: investigating theory and research in the Marketing

context
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2018315002 아이다나
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European Journal of Marketing Vol.42

No.9/10,2008

3
Research Methodology................................. 6
Operational Definitions.................................

18
Analysis & Findings ....................................... 21
5. Discussion ....................................................... 10

in MKT
-Asks whether, to what extent

and how the discipline of MKT has addressed CSR

Group Project

About the Review Dissertation

Design -Clarify core concepts and Operational Definitions
-54 Leading articles (1995~2005) analyzed

In terms of
-Publication Characteristic
-Research Design
-Variables, Sampling, level of Analysis
-Issues raised & Key findings

Findings -Broadened perspective in Empirical R (expand focus beyond consumers)
-Contribute to a Multidimensional view of the future customer

which is difficult to control

Why is it important?
Necessity of the

Review

This is an important task because the way Research Literature treats CSR impacts what students and other constituencies learn

Important to managers & managers to be, it might
influence their Thinking and Behaviors

Group Project

Dissertation
Idea: Firms’ activities have negative results
Fact: Firms take environmental considerations
Importance

of Ethical Behavior
Related Regulations & Laws

CSR & MKT
Tricky Point

The idea is broader and encompassing
complex & ambiguous
Reflected by multiple and different views
and perspectives

MKT-Lens of CSR

MKT

CSR

to satisfy the organizational objectives, an organization should anticipate the

needs and wants of potential consumers and satisfy them more effectively than its competitors

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and SOCIETY at large

Marketing

Development of Concept

1985

1991

2013

Dr. Philip Kotler

AMA in MKT Terms

AMA Board of Directors

The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals

MKT is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others

The Wealth of Nations

Product

Customer

FOCUS

exchange

end-result

Vary
No clear definition of what social responsibility of MKT is
Investigation

of CSR in MKT focus on limited dimensions
e.g. Some- Business in general Others- individual, decision maker
Some-are normative Others-emphasize Benefits

Stakeholder

Shareholder

Legitimacy of Social Responsibility applied in MKT
Highly debatable when publicly held companies undertake “Social Responsible” activities that might Restrict profits, and Disagreement in how social responsibility is actually achieved.

Corporate Benefit of CSR can be questioned
Corporate benefit is both affected and affects the precision of construct
Studies reveal little about implementation and benefits of CSR
Most customers pay little heed to ethical considerations
Dilemma: Reward unethical, penalize ethical business behavior

Carrigan and Attalla, 2001

Maignan and Ferrell

Lantos, 2001

Maignan, 2005

Carrigan and Attalla, 2001

Titus and Bradford, 1996

Society
How the Business Operations Affect the Environment
The extent to which

the operations interfere with established
Social and Human rights

CSR CONSTRUCT

Feat. Armstrong (1977), Vaaland & Heide (2005)

Responsible Acts

Irresponsible Acts

“Social irresponsibility”
is a more useful mode of addressing
“Social Responsibility”

Two Dimensions of
Decision Making

of responsibility to society, and implies that the company avoids

harm or social injuries even to exceed the formal legal duties if necessary.

Strategic

Altruistic CSR
Corresponds with Carroll’s (2000) philanthropic responsibilities and aims at contributing to the good of various social stakeholders, (even if the cost of those activities sacrifices company profit).

Lantos (2001,2002)

Strategic CSR
Implies fulfilling philanthropic responsibility, but with the company’s Benefit in terms of positive publicity and goodwill as core driver

1.Corporate benefit 2.Stakeholders
3.Concern for responsible & irresponsible acts
4.Ethical, Environmental, Social phenomena

Emphasize ON

marketing and because they capture most adequately the developments in

the field

Why Only US & European journals?

Until now – marketing as dealt with
in the literature has been dominated by researchers from this part of the world.

Most Advanced

General Journal

Specialized Journal

in the MKT context
in the period 1995~2005
Keywords

Framework
Stakeholder
Moral/Social Norm
Consumer Vulnerability
Ethics
Fairness
Supplier Welfare
Moral philosophies
Ethical Sensitivity
Product Harm

(57%)

23 of the

54 articles
(43%)

The mix between Empirical and Conceptual articles is fairly stable over the years

Group Project

Sampling Variables .
Key Findings.
Discussion.

Theoretical/conceptual(23)

Empirical(31)

Theme:
Ethics
Environment
Society

Level of analysis:
Intra-organizational
Inter-relational
Network

Major
Constructs/variables
Theoretical/conceptual
studies

types of survey design dominate with three-quarters of the studies.

The remaining are evenly split between pure experimental designs and a combination of survey/experimental/qualitative and pure qualitative studies.
The conceptual studies are primarily theoretical and explorative by employing a comprehensive literature review (e.g. Wilkie and Moore,1999; Lantos, 2001, 2002). Only two out of the total of 23 conceptual studies apply case illustrations.
In other words, nine out of ten studies of CSR apply consumers/marketers as data sources. This is somewhat surprising taking into consideration that CSR by nature is about the interface between business and society and the public perceptions of the firm.
The studies employ a large variety of dependent and independent variables. This variety represents strength by providing different angles of attack to the phenomenon of CSR. But the variety also reduces consistency and limits validation of prior studies.

In the following we present the major knowledge claims made in the selected article base, organized into the three thematic categories and three levels of analysis.