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CSR and Social Marketing: What is the desired role for Universities in fostering Public Policies?

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  • Leitão, João
  • Silva, Maria José

Abstract

The paper aims to identify the role of Universities in fostering public policies, through the promotion of social responsibility, and the implementation of social marketing initiatives. This innovative approach is particularly interesting since the literature does not cover, until now, the importance of adopting a social responsibility strategy within Universities, in order to foster public policies for development. First, Corporate Social Responsibility should be developed at Universities. For this purpose, an integrative approach that embraces marketing, economic, ecological, and social aspects is proposed, through the design of a strategic action plan, which includes three operational levels: analysis, implementation and assessment. Second, in order to foster the impact of public policies for development, social marketing initiatives should be implemented among institutional and social networks where Universities assume an increasing strategic role.

Suggested Citation

  • Leitão, João & Silva, Maria José, 2007. "CSR and Social Marketing: What is the desired role for Universities in fostering Public Policies?," MPRA Paper 2954, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:2954
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    File URL: https://mpra.ub.uni-muenchen.de/2954/1/MPRA_paper_2954.pdf
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    References listed on IDEAS

    as
    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Abagail McWilliams & David D. Van Fleet & Kenneth D. Cory, 2002. "Raising Rivals’ Costs Through Political Strategy: An Extension of Resource‐based Theory," Journal of Management Studies, Wiley Blackwell, vol. 39(5), pages 707-724, July.
    3. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
    4. Davis, Keith, 1967. "Understanding the social responsibility puzzle," Business Horizons, Elsevier, vol. 10(4), pages 45-50.
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    Cited by:

    1. Lei Wang & Heikki Juslin, 2013. "Corporate Social Responsibility in the Chinese Forest Industry: Understanding Multiple Stakeholder Perceptions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 129-145, May.
    2. María González-Rodríguez & María Díaz-Fernández & Marek Pawlak & Biagio Simonetti, 2013. "Perceptions of students university of corporate social responsibility," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(4), pages 2361-2377, June.
    3. Ma. González-Rodríguez & Ma. Díaz-Fernández & Biagio Simonetti, 2013. "Corporative social responsibilities perceptions: an aproximation through Spanish university students’ values," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(4), pages 2379-2398, June.
    4. Elena Doval & Oriana Doval, 2010. "The University Social Role and Responsibility: The Case of Spiru Haret University," MIC 2010: Social Responsibility, Professional Ethics, and Management; Proceedings of the 11th International Conference, Ankara, 24–27 November 2010 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    5. Julia Peric, 2012. "Development of universities’ social responsibility through academic service learning programs," Economy of eastern Croatia yesterday, today, tommorow, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 1, pages 365-375.
    6. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.

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    More about this item

    Keywords

    Corporate Social Responsibility; Government Policy; Social Marketing;
    All these keywords.

    JEL classification:

    • I28 - Health, Education, and Welfare - - Education - - - Government Policy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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