IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v8y2016i1p8-17n1002.html
   My bibliography  Save this article

Responsible Marketing: Doing Well by Doing Good

Author

Listed:
  • Bhattacharya CB

    (Pietro Ferrero Chair in Sustainability and Director, Center for Sustainable Business at ESMT – European School of Management and Technology, Berlin, Germany)

Abstract

Business value and social or environmental values can go hand in hand.If companies not only create socio-environmental value by caring for people and our planet, but also drive business value and profit through such initiatives, then CSR or corporate social responsibility can be a source of competitive differentiation and advantage. In such companies, sustainability initiatives are close to the core businesses which leverage the competencies of the company and in line with company values and principles. While some stumbling blacks need to be mastered on the way, many companies have applied this concept successfully. The business value created by CSR initiatives ranges from employee and customer loyalty, positive word of mouth, resilience to negative information about the company and several other coveted business outcomes. To integrate CSR successfully, management should be committed to its causes, integrate all stakeholders in the initiatives and communicate about projects in an open, honest and authentic way. Much like other aspects of marketing strategy, there is a need to monitor and measure sustainability efforts to tune activities and insure overall success.

Suggested Citation

  • Bhattacharya CB, 2016. "Responsible Marketing: Doing Well by Doing Good," NIM Marketing Intelligence Review, Sciendo, vol. 8(1), pages 8-17.
    • Handle: RePEc:vrs:gfkmir:v:8:y:2016:i:1:p:8-17:n:1002
    DOI: 10.1515/gfkmir-2016-0002
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/gfkmir-2016-0002
    Download Restriction: no
    File URL: https://libkey.io/10.1515/gfkmir-2016-0002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:8:y:2016:i:1:p:8-17:n:1002. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.