E-Knjižnica FET "Dr. Mijo Mirković"

Corporate social responsibility (CSR) and marketing practice in the Croatian food companies

Ivanković, Jadranka (2012) Corporate social responsibility (CSR) and marketing practice in the Croatian food companies. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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The change of social values system leads to increased expectations and demands of particular social groups toward socially responsible behaviors at business sectors. Companies are faced with new challenges; responsibilities for the effects of their actions on society and environment. “Corporations are not responsible for all the world’s problems, nor do they have the resources to solve them all. Each company can identify a particular set of societal problems, it’s best equipped to help resolving and from which it can gain the greatest competitive benefit” (Porter, Kramer, 2006: 91-92). Although, there is a conviction (Porter, Kramer, 2006) that if CSR wants to become increasingly important to competitive success, it will require a dramatically different thinking in business to perceive CSR as building and shared value, rather than damage control, or a PR campaign. The responsibility to a community can take two forms (Churchill, Peter, 1995: 66); a termination of unwanted and negative activities (e.g. air pollution) and/ or taking positive actions (e.g. launching education programs from which the whole community will benefit). The company chooses how it will act towards this new responsibility. Company’s reaction to specific social requirements may be obstructive, defensive, adaptive or proactive (Daft, 1997: 158). In fact, it’s considered that a proactive approach to social responsibility brings the most benefits to a company (in terms of strengthening its competitive capabilities), but also to the society as a whole. Indeed, every modern company should take a proactive approach to corporate social responsibility. In the proactive approach, a company takes the initiative, implements and improves its socially responsible business practices and marketing strategy and serves as an example to others in managing their economic, social and environmental impacts. However, there are numerous examples of business practices, which show that at the beginning, the majority of companies frequently demonstrate a passive approach towards social responsibility. A passive approach refers to obstructive or defensive attitudes toward social responsibility. In obstructive approach, a company denies responsibility and seeks to maintain the status quo; in defensive approach, a company avoids to take on additional responsibilities. Usually, after an escalation of a problem (caused by the action of a company) and under pressure from the public (associations of consumers, environmentalists and others), there is a change in company’s behavior. A passive approach is gradually changed into adaptive (under public pressure, a company accepts social responsibility and seeks the ways to rehabilitate its undermined reputation). In the last two decades, there has been a growing interest in CSR, with an increasing number of companies starting to apply a proactive approach, taking initiatives in order to achieve a leading position with CSR practice in their industry. In the article, differences in approach to CSR, and links to marketing practices will be examined in the Croatian food companies. The research was done on a sample of Croatian food companies, including representatives of large, medium and small companies.

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Tip objekta: Dio knjige
Dodatne informacije: e-book
Teme: 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 04 Jul 2013 06:22
Zadnja promjena: 04 Jul 2013 06:22
URI: http://eknjiznica.unipu.hr/id/eprint/2209

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