Literature. Review презентация

Group Project
Table of Content :
We’re going to present about
Introduction ................................................. 3
Research Methodology................................. 6
Operational Definitions................................. 18
Analysis & Findings ....................................... 21
5. Discussion ....................................................... 10

Introduction
Purpose
-Develop an integrating overview of the theory of CSR applied in MKT
-Asks whether, to what extent and how the discipline of MKT has addressed CSR
Group Project
About the Review Dissertation
Design
-Clarify core concepts and Operational Definitions
-54 Leading articles (1995~2005) analyzed
In terms of
-Publication Characteristic
-Research Design
-Variables, Sampling, level of Analysis
-Issues raised & Key findings
Findings
-Broadened perspective in Empirical R (expand focus beyond consumers)
-Contribute to a Multidimensional view of the future customer

CSR exactly addresses the potentially NEGATIVE aspects of their behavior,
which is difficult to control
Why is it important?
Necessity of the Review
This is an important task because the way Research Literature treats CSR impacts what students and other constituencies learn
Important to managers & managers to be, it might
influence their Thinking and Behaviors
Group Project

Group Project
Background
MKT & CSR
Situation goin’ on
About the Review Dissertation
Idea: Firms’ activities have negative results
Fact: Firms take environmental considerations
Importance of Ethical Behavior
Related Regulations & Laws
CSR & MKT
Tricky Point
The idea is broader and encompassing
complex & ambiguous
Reflected by multiple and different views
and perspectives
MKT-Lens of CSR
MKT
CSR

Group Project
Adam Smith
The ‘MKT concept' proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and SOCIETY at large
Marketing
Development of Concept
1985
1991
2013
Dr. Philip Kotler
AMA in MKT Terms
AMA Board of Directors
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals
MKT is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others
The Wealth of Nations
Product
Customer
FOCUS
exchange
end-result

Stakeholder Approach
Group Project

Group Project
CSR-3 challenges
Concept Characterization
Legitimacy
in MKT
Questioned
C Benefit
Definition & Dimensions of CSR Vary
No clear definition of what social responsibility of MKT is
Investigation of CSR in MKT focus on limited dimensions
e.g. Some- Business in general Others- individual, decision maker
Some-are normative Others-emphasize Benefits
Stakeholder
Shareholder
Legitimacy of Social Responsibility applied in MKT
Highly debatable when publicly held companies undertake “Social Responsible” activities that might Restrict profits, and Disagreement in how social responsibility is actually achieved.
Corporate Benefit of CSR can be questioned
Corporate benefit is both affected and affects the precision of construct
Studies reveal little about implementation and benefits of CSR
Most customers pay little heed to ethical considerations
Dilemma: Reward unethical, penalize ethical business behavior
Carrigan and Attalla, 2001
Maignan and Ferrell
Lantos, 2001
Maignan, 2005
Carrigan and Attalla, 2001
Titus and Bradford, 1996

Group Project
3 aspects of Relationship between
Company & Society
How the Business Operations Affect the Environment
The extent to which the operations interfere with established
Social and Human rights
CSR CONSTRUCT
Feat. Armstrong (1977), Vaaland & Heide (2005)
Responsible Acts
Irresponsible Acts
“Social irresponsibility”
is a more useful mode of addressing
“Social Responsibility”
Two Dimensions of
Decision Making

Three archetypes of CSRs
Group Project
Lantos (2001,2002)
Altruistic
Ethical
Ethical CSR
Constitutes a minimum level of responsibility to society, and implies that the company avoids harm or social injuries even to exceed the formal legal duties if necessary.
Strategic
Altruistic CSR
Corresponds with Carroll’s (2000) philanthropic responsibilities and aims at contributing to the good of various social stakeholders, (even if the cost of those activities sacrifices company profit).
Lantos (2001,2002)
Strategic CSR
Implies fulfilling philanthropic responsibility, but with the company’s Benefit in terms of positive publicity and goodwill as core driver
1.Corporate benefit 2.Stakeholders
3.Concern for responsible & irresponsible acts
4.Ethical, Environmental, Social phenomena
Emphasize ON

Stakeholder Approach
Group Project
Operationally Defining CSR

Research Methodology
Selection of journals
Group Project
Identification of articles
Analytical procedure

Selection of journals
Group Project
PICK
Why MKT journals?
Because they focus solely on marketing and because they capture most adequately the developments in the field
Why Only US & European journals?
Until now – marketing as dealt with
in the literature has been dominated by researchers from this part of the world.
Most Advanced
General Journal
Specialized Journal

Overview of the
54 theoretical and empirical studies of
CSR in the MKT context
in the period 1995~2005
Keywords

Group Project
Keywords
Review of Literature
CSR-Corporate Social Responsibility
Corporate Citizenship
Sustainability
Environmentalism
Ethical Consumption
Unethical Advertising
Social/Society
Boycott
Integrative Framework
Stakeholder
Moral/Social Norm
Consumer Vulnerability
Ethics
Fairness
Supplier Welfare
Moral philosophies
Ethical Sensitivity
Product Harm

Number of articles
1995-2005
31 of the 54 articles
(57%)
23 of the 54 articles
(43%)
The mix between Empirical and Conceptual articles is fairly stable over the years
Group Project

Analytical Procedure
Group Project
Aim of the study
.
Methodology and research design.
Sampling Variables
.
Key Findings.
Discussion.

Operational definitions
Group Project
Types:
Theoretical/conceptual(23)
Empirical(31)
Theme:
Ethics
Environment
Society
Level of analysis:
Intra-organizational Inter-relational
Network
Major
Constructs/variables
Theoretical/conceptual
studies

Group Project
Major
Constructs/variables
Empirical studies

Group Project
Articles grouped
according to thematic category and level of analysis

Analysis & Findings ——Research designs
Group Project
Among the empirical studies, various types of survey design dominate with three-quarters of the studies. The remaining are evenly split between pure experimental designs and a combination of survey/experimental/qualitative and pure qualitative studies.
The conceptual studies are primarily theoretical and explorative by employing a comprehensive literature review (e.g. Wilkie and Moore,1999; Lantos, 2001, 2002). Only two out of the total of 23 conceptual studies apply case illustrations.
In other words, nine out of ten studies of CSR apply consumers/marketers as data sources. This is somewhat surprising taking into consideration that CSR by nature is about the interface between business and society and the public perceptions of the firm.
The studies employ a large variety of dependent and independent variables. This variety represents strength by providing different angles of attack to the phenomenon of CSR. But the variety also reduces consistency and limits validation of prior studies.
In the following we present the major knowledge claims made in the selected article base, organized into the three thematic categories and three levels of analysis.

Ethics
Group Project
Intra-organizational
Inter-relational
Network

Environment
Group Project
Intra-organizational
Inter-relational
Network