Essays on The Concept of CSR and Green Marketing Coursework

Tags: Concept
Download full paperFile format: .doc, available for editing

The paper "The Concept of CSR and Green Marketing" is a great example of marketing coursework. The modern-day business environment has seen a lot of transformations in regard to completion and pressure of globalization that is constantly sweeping world markets. Firms are on territorial expansions to fully capture opportunities in the evolving markets especially in the emerging nations that are also referred to as emerging markets. The current trend of doing business has brought a new dimension in the companies that in order to have solid grounds in the competitive environment; they must have clearly defined and focused business practices with a keen eye on the interest of the public in the markets.

The ever increase in business competition among the multinational corporations to gain an upper hand in various developing nations by ensuring that they establish achievable goodwill relationships with the government as well as the civil society is a good example to this transformation. The paper will, therefore, examine the essence of corporate social responsibility and the concept of green marketing as part of it in the modern business environment.

Dynamics of modern businesses In over eighty percent of the emerging markets, the key to business success is still held by the state as a result of the existence of business and trade regulations that severely restrict the freedom of the big corporations from incorporating their business doctrines and ideologies that have been tested and implemented in the developed world. The state with its noble role of ensuring sufficient protection of the interests of the public would, therefore, be inclined to favor firms that offer adequate protection of the interests of the stakeholders.

In comparison to the developed economies, emerging markets have been singled out as a potential source of huge talent with the continued rise of human capital. For example, In India, the expertise of producing software professionals can not be assumed to be the same elsewhere as the average penetration of corporate social responsibility (CSR) is about 72% compared to a paltry 24% of Indonesia. This, therefore, demonstrates that the concept of CSR as characterized in the developing countries and emerging markets have very different dimensions of understanding (Belz and Peattie, 2009). The rationale of Corporate Social Responsibility Corporate Social Responsibility (CSR) has no single definition but in relation to World Business Council for Sustainable Development (WCSD), it may be defined as the continuing ethical commitment by a business organization to contribute and meaningfully participate in the economic development of the community while at the same time improving the quality of life of the employees as well as their families and society at large.

CSR has also been advocated for by the European Commission not only to mean the fulfillment of legal requirements but also stretching beyond mere investment in human capital and compliance with business legislations. According to Moon (2002), there are three types of CSR reporting thus community involvement, socially responsible workforce relations and socially responsible processes of production.

In the initial stages of developing a CSR especially in the emerging economies, the community participation is primarily in the lines of philanthropy while company involvement being limited to the development of goodwill that is vital for the operations in the business environment. In comparison to developed economies such as the United Kingdom, CSR in emerging economies is absolutely viewed as part of corporate philanthropy.

This is carried out by multinationals augmenting social development in order to support government initiatives. In countries such as the US, CSR is viewed as a business strategy tool that assists companies to have a legitimate foothold in the communities of operations. It is also considered inbuilt in the business operations of many organizations in emerging markets such as India. However, trends have been disappointing as companies are nowadays trying to establish strategic alliances with the civil society and the state hence establishing CSR presence as an institution to please the forces perceived to be core determinants of doing business (Mohan, 2001).

References

Ashley, Campbell (2002). The Private Sector and Conflict Prevention Mainstreaming: Risk Analysis and Conflict Impact Assessment Tools for Multinational Corporations. Country Indicators for Foreign Policy(CIFP), p.4.

Bansal, P.; Roth, R. (2000). "Why Companies Go Green: A model of Ecological Responsiveness". The Academy of Management Journal 43 (4): 717–736

Belz F., & Peattie K. (2009). Sustainability Marketing: A Global Perspective. John Wiley & Sons

Fry, L. W., Keim, G. D. & Meiners, R. E. (1982). "Corporate Contributions: Altruistic or for Profit?” The Academy of Management Journal 25 (1): 94–106.

Maignan, I. & Ferrell, O. (2001). "Corporate citizenship as a marketing instrument". European Journal of Marketing 35 (3/4): 457–484.

Matten, D., Crane, A.& Chapple, W. (2003). "Behind the mask: Revealing the true face of corporate citizenship". Journal Business Ethics 45 (1): 109

McDaniel, Stephen W.& David H. Rylander (1993). "Strategic green marketing". Journal of Consumer Marketing (MCB UP Ltd)

Moon, J (2002). ‘Corporate Social Responsibility: An overview’ in International Directory of Corporate Philanthropy, London, Europa Publications.

Orange, E. (2010). From eco-friendly to eco-intelligent. THE FUTURIST, September–October 2010, 28-32.

Thomas L. Friedman (April 15, 2007). "The Power of Green". The New York Times

Vernon, Raymond (1999). In the Hurricane’s Eye: The troubled prospects of multinational enterprises. Cambridge: Harvard University Press

Download full paperFile format: .doc, available for editing
Contact Us