Strategic Management of the Socially Responsible Firm: Integrating Management and Marketing Theory
- 1 October 1986
- journal article
- Published by Academy of Management in Academy of Management Review
- Vol. 11 (4) , 815-827
- https://doi.org/10.5465/amr.1986.4284013
Abstract
Corporate social responsibility is conceptualized as a “product” offered to key publics of the firm. A model is proposed that integrates the content and process considerations of social responsibility using a “marketing” orientation. This approach is designed to increase the firm's relative competitive advantage and enhance the benefits of socially responsive behaviors.Keywords
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