Essays on Green Marketing and Corporate Social Responsibility Practices Coursework

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The paper "Green Marketing and Corporate Social Responsibility Practices " is a good example of marketing coursework. Companies have turned to corporate social responsibility and green marketing so as to stand out in the tight competition of the product market. In current times, the preferences of the customers are more uncertain and complex. This has mostly compelled businesses to adopt a strategy that appears to be helpful to the society but in truth, it is meant to make them stand out from the rest of other businesses. According to Hirschman (2010), it is a concept where businesses combine their operations with environmental concerns on voluntary terms.

When companies adopt the strategy of social responsibility and green marketing, their core objective is to establish a business that is sustainable, one that will need healthy economies, societies and markets. When they implement the strategy, they create an enlightened self-interest whereby they create a synergy of ethics, a society that is cohesive and an economy that is sustainable where the market, labor force and the society function perfectly along with each other. Companies use green marketing to communicate and emphasize the brand’ s name, the practices of the company and how it is beneficial to the environment.

They use social responsibility as an investment in that they contribute to social capital and physical infrastructure which is seen as a part of business advancement. Social responsibility creates transparency and trust in the eyes of the public so that they appear more responsible and accountable. They also undertake the strategy so that they increase the expectation of the society about the business because they are expected to be more than just job providers and taxpayers (Goldstein, 2008). Establishment of sustainable business When businesses decide to invest in community projects or developments, they do so as to meet the needs of the current population while maintaining the capability of the future to meet their own needs.

They design a way that they can operate so as they are asked to conduct their business operations in ways that are greatly sustainable to impact the society and the natural environment. Hence they apply sustainability principles all around their operations. Sustainability is referred to as the activities of the firm that are voluntary that involve the inclusion of environmental and social concerns in the operations of the businesses and their interactions with the stakeholders.

Businesses nowadays do not undertake financial prosperity away from the agents that affected by its actions. Companies now focus on increasing their profits while maintaining their good citizenship. The companies have reshaped their strategies, models and rules to accommodate the financial obligation to delivering both private and social benefits (Goldstein, 2008). They continue to review their short term and long term plan so as to enhance their current efforts to society and maintain a lead in the rapidly changing societies.

Wood (2009) points out that as a result of the stiff competition both locally and globally, firms have been compelled to undertake measures that can make them respond competitive conditions that prevail in the product market and the business social responsibility. Therefore they have tailored a close relationship with the public and government officials investors, customers, suppliers and the general community, this is because these relationships are crucial to their operations and success, they determine its ability to respond to competition and social responsibility condition.

References

Auger, P. (2009). What the Customers Pay From Social Product Features. Journal of Business Ethics, 42(6) 110-119

Burke, P. (2008). Value Orientation and Customer Expectations of Corporate Social Responsibility. A Journal of Marketing Communication 14(2) 82-94

Du, S. (2007). Reaping Relational Rewards from Corporate Social Responsibility. International Journal of Research in Marketing, 24(3) 28-32

Ellen, S. (2007). Achieving Marketing Objectives. A Journal of the Academy Of Marketing Science, 4(7) 17-23

Goldstein, J. (2008). Using Social Norms to Motivate Environmental Conservation. A Journal of Marketing Research, 34 (3) 27-33

Hirschman, E. (2010). Emerging Concepts, Methods and Propositions in Marketing. A Journal of Marketing, 6(6) 34-38

Mac Kinsey (2010). Quarterly, Valuing Corporate Social Responsibility, Mac Kinsey Global Survey Results, Feb.

Park, B. (2009). Strategic Brand Concept and Image Management. A Journal of Marketing. 24(3) 19-24

Webb, M, (2008). Building Corporate Association, Customer Attributions for Corporate Socially Responsible Programs. A marketing Journal 3(7) 26-29

Wood, D. (2009) Corporate Social Performance Revisited. Academy Of Management Review, 16(5) 156-160

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