Naslov
Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia

Autori
Pavičić, Jurica ; Fudurić, Morana ; Tomić, Slavica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of International scientific conference Social responsibility - sustainable economy / Székely, Csaba - Šopron : University of West Hungary Press, 2013, 267-279

ISBN
978-963-334-143-8

Skup
International scientific conference Social responsibility - sustainable economy

Mjesto i datum
Sopron, Mađarska, 13.11.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate social responsibility; marketing strategy; integration

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA