Corporate Social Responsibility: an Integration of Stakeholder Theory and Relationship Marketing
نویسنده
چکیده
In a recent article, Craig Smith (2003) stated, “...the debate about Corporate Social Responsibility (CSR) has shifted: it is no longer about whether to make substantial commitments to CSR, but how? There have been articles that have examined the results of CSR initiatives (e.g., Drumwright, 1996), the case for CSR (e.g., Mintzberg, 1983), and morality in the market (e.g., Smith, 1990); however, there has not been much research into the “how” question posed by Craig Smith. This particular paper will focus on how merging relationship marketing and stakeholder theory can impact our understanding of the domain of corporate social responsibility (CSR).
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