BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Drewniak Rafał (University of Technology and Life Sciences in Bydgoszcz, Poland)
Corporate Social Responsibility in the Context of the Enterprise Marketing Activities
Journal of Positive Management, 2013, vol. 4, nr 1, s. 38-51, rys., tab., bibliogr. 13 poz.
Słowa kluczowe
Społeczna odpowiedzialność biznesu, Strategia przedsiębiorstwa, Przewaga konkurencyjna, Marketing
Corporate Social Responsibility (CSR), Corporation strategies, Competitive advantage, Marketing
Corporate social responsibility (CSR) is an area of the business, which increasingly is entered as an essential element of modern business strategy. CSR is a philosophy in which business organizations involved in social and environmental activities striving to meet the needs of their employees, local communities, suppliers, customers and other stakeholders who have an impact on the success of the enterprise market. Companies recognize the need to supplement the social objectives of business objectives, which turns out to be a good incentive to build long-lasting and mutually beneficial relationship. Important role in connecting the social partners played a concept of business social responsibility. In this sense, CSR programs can be the basis for a broader approach to marketing companies. CSR can be helpful in changing the perception of the company as an institution aimed mainly for profit and unfair to their clients. Determinants to implement socially responsible activities in the enterprise can be both a desire to improve the image, strengthening confidence in the company or brand, and a sense of morality and good will of the management company. The article attempts to present CSR initiatives in the context of building a business relationship with non-governmental organizations (NGOs). The purpose of this article is to present CSR initiatives as part of deliberate strategy of the company, which is one of the key sources of competitive advantage in the market. The characteristics of the issue was based on the achievements of literature ad journals, and selected results of the cooperation between enterprises and non-governmental organizations in the field of social initiatives. (original abstract)
Pełny tekst
  1. Baghi, I., Rubaltelli, E., Tedeschi, M. (2009), "A Strategy to Communicate Corporate Social Responsibility: Cause Related Marketing and its Dark Side", Corporate Social Responsibility and Environmental Management, Vol. 16, pp. 15 - 26.
  2. Du, S., Bhattacharya, C.B., Sen, S. (2007), "Reaping relationship rewards from corporate social responsibility: The role of competitive positioning", International Journal of Research In Marketing, Vol. 24, pp. 224 - 241.
  3. Ellen, P.S., Webb, D.J., Mohr, L.A. (2006), "Building corporate associations: Consumer attributions for corporate socially responsible program", Journal of the Academy of Marketing Science, Vol. 34, pp. 147 - 157. DOI:
  4. Kotler, Ph. (1999), Marketing. Analiza. Planowanie. Wdrażanie i kontrola, PWE, Warszawa.
  5. Mandl, I., Dorr, A. (2007), CSR and Competitiveness. European SME's Good Practice, Consolidated European Report, KMU Forschung Austria, Vienna, available at: http:// (accessed 15 December 2013).
  6. "Marketing społeczny dla NGO. Jak skutecznie budować relacje z biznesem i tworzyć kampanie społeczne?", available at: Marketing-spoleczny-dla-ngo.pdf (accessed 15 December 2013).
  7. McWilliams, A., Siegal, D.S., Wright, P.M. (2006), "Corporate social responsibility. Strategic implications", Journal of Management Studies, Vol. 43, pp. 1 - 18. DOI:
  8. Nakonieczna, J. (2008), Społeczna odpowiedzialność przedsiębiorstw międzynarodowych, Difi n, Warszawa.
  9. Peterson, D.K. (2011), "Partner Selection for sustainability eff orts: The Case of choosing NGO partners using transaction cost analysis and resource dependency", Interdisciplinary Journal of Contemporary Research In Business, Vol. 2, No 1, March, pp. 12 - 22.
  10. Porter, M.E., Kramer, M.R. (2002), "The competitive advantage of corporate philanthropy", Harvard Business Review, Vol. 80, December, pp. 5 - 16.
  11. Rudnicka, A, Reichel, J. (2011), Jak przygotować program współpracy organizacji pozarządowej z przedsiębiorstwami?, Centrum Strategii i Rozwoju Impact, Łódź, available at: 978 - 83 - 932160 - 1-7.pdf (accessed 20 May 2013).
  12. Smith, N.C., Lenssen, G. (2009), Odpowiedzialność biznesu. Teoria i praktyka, Studio Emka, Warszawa.
  13. Stafford, E.R., Polonsky, M.J., Hartman, C.L. (2000), "Environmental NGO-Business Collaboration and Strategic Bridging: A Case Analysis of the Greenpeace-Foron Alliance", Business Strategy and the Environment, Vol. 9, pp. 122 - 135.DOI:;2-C
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu