A study of Corporate Social Responsibility as an Effective tool of Corporate Marketing (original) (raw)
In a market as fiercely competitive as today's, Corporate Social Responsibility has proven to be a powerful tool for companies. With the increased competition and tough economic climate, it is imperative that companies use every available strategy to maintain their competitive edge over their competitors. The most effective way for corporations to sustain themselves in the future is by implementing Corporate Social Responsibility strategies in order to gain customers and increase profits. Since the first Corporate Social Responsibility (CSR) reports were presented to society in the early nineties, CSR has proven itself to be an increasingly important field of research. Many studies have shown that a company's corporate social performance is positively correlated with overall financial performance. An increased level of CSR leads to enhanced corporate image and brand recognition. CSR is thus seen as an effective marketing strategy that can result in increased sales and market capitalization. The current paper focusses on the relationship between corporate social responsibility and corporate marketing. The study is based on primary data collected from 117 middle and top-level managers in various large organizations in Pune City. The results of the study show that corporate social responsibility is an important factor in terms of determining corporate marketing strategy. Detailed analysis of the results indicates that the importance of CSR is positively related with Brand Equity, Profitable Turnover and Profits.
Sign up for access to the world's latest research.
checkGet notified about relevant papers
checkSave papers to use in your research
checkJoin the discussion with peers
checkTrack your impact
Loading Preview
Sorry, preview is currently unavailable. You can download the paper by clicking the button above.