: Kolja Paetzold
: Corporate Social Responsibility (CSR): an International Marketing Approach
: Diplomica Verlag GmbH
: 9783836646154
: 1
: CHF 20.40
:
: Management
: English
: 92
: kein Kopierschutz/DRM
: PC/MAC/eReader/Tablet
: PDF
This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results.
Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud.
This book demonstrates how CSR can be seen as a marketing tool on an international level, through which organizations can increase not only their assets, but also their reputation making it more attractive for potential new partners and employees.
Table of Contents3
List of Figures4
List of Abbreviations5
1. Introduction7
2. The CSR Approach9
2.1 History and Definitions of CSR9
2.2 Company’s Motivation for CSR14
2.3 Examples of CSR carried out16
2.3.1 Investing in NGOs16
2.3.2 McDonald’s CSR Activities17
3. Benchmarking CSR24
3.1 Advantages of Benchmarking27
3.1.1 Advantages for the Company27
3.1.2 Advantages for the Stakeholders29
4. Role and Potential of CSR shown on 4 Aspects31
4.1 Human Resources31
4.2 Brand Differentiation36
4.3 Corporate Reputation39
4.4 Corporate Social Marketing40
4.5 Similarities between Aspects43
5. Critical Review on Greenwashing50
5.1 Green Marketing as a Countermeasure53
5.2 Possible Effects of Greenwashing56
6. CSR as a Marketing Approach58
6.1 The Role of Marketing in CSR58
6.2 CSR Marketing Commitments – The Company’s Approach60
6.2.1 Corporate Cause Promotion60
6.2.2 Cause-Related Marketing62
6.2.3 Corporate Philanthropy66
6.2.4 Green Marketing68
6.3 NGOs as Most Prominent Partners for Companies69
7. International Valuation of CSR with Focus on Marketing71
7.1 Transferring CSR to an International Marketing Level76
7.2 Examination of International Marketing Potential of CSR Activities78
8. Conclusion83
Bibliography86
Lebenslauf91