Research Insight 1.3

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

 

Source: Maignan, I.; Ferrell, O. C. and Ferell, L. (2005), ‘A stakeholder model for implementing social responsibility in marketing’, European Journal of Marketing, 39(9/10), 956-77.

Abstract:

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.

Insight: This is a highly-cited, readable paper providing a managerial framework to help marketers to orient stakeholders’ needs when designing corporate responsibility programmes. The authors provide a series of 8 steps outlining how to implement CSR including: 1) discovering organizational norms and values, 2) identifying stakeholders, 3) identifying stakeholder issues, 4) assessing the meaning of CSR, 5) auditing current practices, 6) implementing CSR initiatives, 7) promoting CSR, and 8) gaining stakeholder feedback.

URL: http://www.emeraldinsight.com/doi/abs/10.1108/03090560510610662

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