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Article: IMPLICATIONS OF CORPORATE SOCIAL RESPONSIBILITY ON MARKETING PERFORMANCE: A CONCEPTUAL FRAMEWORK
- Article from:
- Journal of Services Research
- Article date:
- April 1, 2006
- Author:
CopyrightCopyright School of Management & Entrepreneurship Apr-Sep 2006. Provided by ProQuest LLC. (Hide copyright information)
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Corporate Social Responsibility (CSR) means firm's obligation to protect and improve welfare of the society and its organization, now as well as in future, through its various business and social actions, and ensures that it generates equitable and sustainable benefits for the various stakeholders. As such CSR can serve as an effective marketing tool to compete and sustain competitive advantage in the present fast changing, hyper competitive environment. Though there are research studies that provide the domain of CSR and its effects on the business performance but they have varied viewpoints and are inadequate. Given its broad conceptualization as such, it's really arduous to define the ...