engleski

The Integration of Marketing and Corporate Social Responsibility in Croatia

The increasingly current issue of company attitude to the environment is becoming a social responsibility, including not only responsible and ethical behaviour to customers but to all stakeholders and the natural environment. The purpose of the paper is to find out more about the integration between marketing and corporate social responsibility in Croatian companies. It is analysed through the stakeholder concept and the acquired market orientation construct as creating information, spreading information, and responding to information by stakeholders. Company activities focused on all stakeholders, customers and local community are taken into account. The presence of corporate societal marketing initiative, i.e. philanthropic activities of corporate social responsibility, is studied ; ethical and environmental responsibilities at a simpler level are also considered. The research results show that Croatian companies still pay attention mostly to customer orientation, especially taking care of their complaints as one of the feedback information methods. They are slightly less orientated to all stakeholders and the least to local community, where they mainly analyse the effect on the natural environment and create appropriate programmes. Almost all companies participate in donations and sponsorships, and considerably less in other philanthropic activities, particularly in cause-relation marketing. They are rather satisfactorily included in green marketing, and conduct business according to their own ethical codex and behaviour regulations even if they have not signed the ethical codex issued by the Croatian Chamber of Commerce. The implications of the paper refer to testing the theoretical suppositions in regard to the elements of company orientation to stakeholders, which has not been done in Croatia yet (as the author knows), and to possible encouragement to companies to shift their focus from customer orientation to all stakeholder orientation through social responsibility.

social responsibility; corporate social responsibility; societal corporate marketing; societal marketing; stakeholders

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