Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia (CROSBI ID 610028)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Pavičić, Jurica ; Fudurić, Morana ; Tomić, Slavica
engleski
Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia
While corporate social responsibility (CSR) used to be a matter of choice and in their most primitive form implied concern for the environment, today CSR represents a necessity for companies and covers many complex aspects. The modern business world is increasingly recognizing the importance of CSR to achieve sustainable growth and development. Today the success of a company is measured not only by its profits, but also by its ability to effectively manage other operational parameters that are important for the company, society and the environment, in a dialogue with other stakeholders. The main purpose of this paper is, after providing a brief overview of theoretical knowledge on CSR, to analyze the strategic role of CSR within a company and present research on the impact of CSR integration in marketing strategy using a well- known multinational company in Croatia. The results indicate that, even if the respondents are not very familiar with specific CSR activities of the company, they still believe such activities have a positive impact on the company’s image, reputation and sales.
corporate social responsibility; marketing strategy; integration
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Podaci o prilogu
267-279.
2013.
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objavljeno
978-963-334-143-8
Podaci o matičnoj publikaciji
Proceedings of International scientific conference Social responsibility - sustainable economy
Székely, Csaba
Šopron: University of West Hungary Press
Podaci o skupu
International scientific conference Social responsibility - sustainable economy
predavanje
13.11.2013-13.11.2013
Sopron, Mađarska