Banytė, Jūratė; Gadeikienė, Agnė
August 2008
Economics & Management;2008, p76
Academic Journal
Traditionally marketing paradigm means the consumer orientation; moreover, relationship marketing theorists emphasize the topic of consumer retention and underline that ability to create and retain long-term relationships with consumers in continuously changing market conditions is a basis of every company's success (DovalienÄ—, GadeikienÄ—, PiligrimienÄ—, 2007). From the other side, in consideration of tendencies of changing contemporary flexible environment, the new marketing logic is emerging recently in marketing literature. There is evolving concern that marketers must be able to create meaningful relationships, that deliver both economic and social value not just to their consumers, but also to all relevant stakeholder groups, that hold the enterprises accountable for their actions (Maignan, Ferrell, Ferrell, 2005; Balmer, Greycer, 2006; Podnar, Golob, 2007). Discussions about corporate social responsibility (CSR) are not new in academic literature, but issues of this topic are certainly receiving increasing attention not only in business literature, but also in marketing researches (Fukukawa, Balmer, Gray, 2007; Podnar, Golob, 2007). Analysis of literature shows, that research studies are focused on different marketing topics, such as social responsibility among marketing professionals, consumer reactions and responses to CSR, CSR practices, and corporate identity and purchase intentions. Although the possibilities to use CSR as an effective marketing means are noticeable (Sharma, 2006) and the interest of marketing scholars in developing a conceptual framework with the aim of integrating CSR in marketing is increasing (Podnar, Golob, 2007), the relevance of CSR application to marketing practice remains controversial (Carrigan, Attalla, 2001). Therefore considering the relevance of CSR phenomenon studies in the marketing context and noticing that there is a lack of conceptual approach to existing relations between CSR and marketing, the scientific problem of the research is formulated as following question: How CSR can be integrated in enterprise's marketing activities and what are peculiarities of CSR usage as marketing means? The purpose of this paper: to reason conceptually relations between CSR and marketing, and to investigate their expression in Lithuanian business practice. Research object: CSR as a marketing means. Research methods: systematic and comparative analysis of scientific literature, empirical research employing qualitative research method. Research results: Reviewing the tendencies of marketing discussions' object changes, the relevance of application of social responsibility logic to marketing is reasoned. After the analysis, systemization and summarizing of various scientific sources, the diversity of approaches regarding CSR interpretation is presented, relations between CSR and marketing are identified and defined, revealing peculiarities of CSR usage as a marketing means. The accomplished qualitative research, oriented to identification of CSR expression in Lithuanian business practice, revealed that enterprises in the internet page often emphasize their social responsibility intuitively, even if they do not underline purposeful implementation of CSR in their practice. Besides, the analysis of research results shows that there are differences between theoretically distinguished CSR elements and those which became evident after the examination of brief summaries of Lithuanian enterprises' activities presented in internet pages.


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