engleski

Corporate social responsibility: marketing tool, or corporate duty?

Corporate social responsibility (CSR) field consists of many theories, approaches and viewpoints that originate mainly in management literature, but also in marketing literature. Some of the main ones, presented in this paper, are CSR as social obligation, CSR as stakeholder obligation, CSR as ethics driven, and CSR as a faze in managerial process. Also, many relevant CSR theories focus on various aspects of social reality: economies, politics, social integration and ethics. Based on those premises, four groups of theories were developed: instrumental, political, integrative and ethical theories. Factors that can affect the degree of CSR can be economic and institutional conditions. It can be concluded that, although without dominant theoretical approach and with limited empirical evidence, the field of CSR is gaining relevance because of unique business-society relations.

Corporate social responsibility, theory, business, marketing

nije evidentirano