How SR Management Can Help Marketing?
How SR Management Can Help Marketing?

Summary/Abstract: Organizations today have to cope with a changing world, a new societal discourse and a global society that demands ethical behaviour, more transparency and responsibility from all its stakeholders - organizations as well as consumers and the public as a whole. Organizations are adopting initiatives under the title of Social Responsibility (SR), although in most cases these are unrelated activities that might have a limited value, but do not constitute a comprehensive SR strategy in management. Social and environmental challenges are even more substantial for marketers, who face a growing wave of criticism concerning their ethical behaviour along with demands to create real value not only for their organization but also for society at large. Marketing is no more confined to one specific department of the organization, but rather leads the overall attitude of the organization and thus is at more risk to have a negative impact on the organization and its stakeholders. This paper proposes an integrative model of SR that can be implemented in marketing and provide answers to many of these challenges. Its implementation can assist marketers to prevent crises, manage risks and create true value for the organization and society at large

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