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Exploring the Role of Socially Responsible Marketing in Promoting Diversity, Equity, and Inclusion in Organizational Settings

Author

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  • Željka Marčinko Trkulja

    (Department of Economy, Libertas International University, 10000 Zagreb, Croatia)

  • Dinko Primorac

    (Department of Economy, University North, 48000 Koprivnica, Croatia)

  • Irena Bilić

    (Department of Economy, Algebra University College, 10000 Zagreb, Croatia)

Abstract

This paper delves into the concept of socially responsible marketing and its significance in fostering diversity, equity, and inclusion within organizational environments. It elucidates the connection between marketing and corporate social responsibility (CSR), showcasing methods of integrating social responsibility into marketing activities. Ethical principles inherent in socially responsible marketing are delineated, along with examples of CSR programs and projects within marketing initiatives. Furthermore, the paper explores the context and nature of diversity management policies and practices in organizations, highlighting the need for aligning marketing efforts with inclusive practices. It delves into the perception of various antecedents and consequences of diversity, equity, and inclusion at individual, group, and organizational levels, emphasizing the role of marketing in shaping perceptions and fostering inclusivity. Additionally, the paper addresses systemic, structural, organizational, institutional, cultural, and societal obstacles related to diversity, equity, and inclusion, underscoring the importance of socially responsible marketing in overcoming these challenges. It provides insights into how marketing initiatives can contribute to dismantling barriers and promoting diversity and inclusion within diverse organizational settings and workplaces. In conclusion, the paper underscores the pivotal role of socially responsible marketing in advancing diversity, equity, and inclusion agendas within organizational settings. It emphasizes the need for ethical and inclusive marketing practices and offers recommendations for incorporating social responsibility into marketing strategies to foster a more inclusive and equitable business environment.

Suggested Citation

  • Željka Marčinko Trkulja & Dinko Primorac & Irena Bilić, 2024. "Exploring the Role of Socially Responsible Marketing in Promoting Diversity, Equity, and Inclusion in Organizational Settings," Administrative Sciences, MDPI, vol. 14(4), pages 1-12, March.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:4:p:66-:d:1367412
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    References listed on IDEAS

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    1. Marcello M. Mariani & Khowlah Al-Sultan & Alfredo De Massis, 2023. "Corporate social responsibility in family firms: A systematic literature review," Journal of Small Business Management, Taylor & Francis Journals, vol. 61(3), pages 1192-1246, May.
    2. Woon Kian Chong & Nitin Patwa, 2023. "The Value of Integrity: Empowering SMEs with Ethical Marketing Communication," Sustainability, MDPI, vol. 15(15), pages 1-16, July.
    3. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
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