Research Insights 18.1 A Stakeholder Model for Implementing Social Responsibility in Marketing

Marketing, Society, Sustainability, and Ethics

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 and readable article providing a managerial framework to help marketers to orient towards stakeholders’ needs when designing CSR programmes. The authors base their advice on the observation that stakeholders are central to marketing activity and that the important role of stakeholders is recognized by the definition of ‘marking’ given by the American Marketing Association (AMA). Given the importance of stakeholders, the authors provide a series of eight steps outlining how to implement CSR: 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