BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

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Autor
Zasuwa Grzegorz
Tytuł
Inicjatywy społeczne przedsiębiorstw jako źródła osiągania przewagi konkurencyjnej w świetle badań nad zachowaniami konsumentów
Corporate Social Initiatives as a Source of Competitive Advantage -Research on Consumer Behaviour
Źródło
Studia i Prace Uniwersytetu Ekonomicznego w Krakowie, 2008, nr 1, t. 2, s. 743-750, bibliogr.23 poz.
Słowa kluczowe
Społeczna odpowiedzialność biznesu, Konkurencyjność przedsiębiorstwa, Decyzje konsumenckie, Relacje przedsiębiorstwo-konsument
Corporate Social Responsibility (CSR), Enterprise competitiveness, Consumer decision, Enterprise-customer relationship
Uwagi
summ.
Abstrakt
Przedstawiono wyniki badań, które pokazały w jaki sposób inicjatywy społeczne przedsiębiorstw stanowią źródło osiągania przewagi konkurencyjnej. Zaprezentowano istotę inicjatyw społecznych we współczesnych przedsiębiorstwach. Opisano reakcje konsumentów na inicjatywy społeczne przedsiębiorstw.

This article aims to answer the question of whether corporate social initiatives could be a source of competitive advantage according to actual research on consumer behaviour. A new paradigm of corporate social responsibility is presented in the first part of the paper. The second part contains an overview of articles regarding the problem of consumer reactions to corporate social initiatives. It includes a discussion of the influence of corporate social initiatives on consumer reactions, such as: attitudes towards the company, the evaluation of products, purchase intention, loyalty, word of mouth, resilience to negative company information and the willingness to pay a premium price.(original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Bibliografia
Pokaż
  1. Baron M.J., Miyazaki, Taylor K.A. [2000], The Influence of Cause - Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?, „Journal of the Academy of Marketing Science", vol. 28, nr 2.
  2. Bhattacharya C.B., Sen S. [2004], Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives, „California Management Review", vol. 40, Fall.
  3. Becker-Olsen K.L., Cudmore A.B., Hill R.P. [2006], The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, „Journal of Business Research", vol. 56.
  4. Brown T.J., Dacin RA. [1997], The Company and the Product: Corporate Associations and Consumer Product Response, „Journal of Marketing", vol. 61, January.
  5. Cone C.L., Feldman M. A., DaSilva A.T. [2003], Causes and Effects, „Harvard Business Review", vol. 81, Iss. 7, July.
  6. Du S., Bhattacharya C.B., Sen S. [2007], Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning, „International Journal of Research in Marketing", vol. 24.
  7. Friedman M. [1970], The Social Responsibility of Business is to Increase its Profits, „The New York Times Magazine", 13 September.
  8. Gupta R, Pirsch J. [2006], The Company - Cause - Customer Fit Decision in Cause -Related Marketing, „Journal of Consumer Marketing", vol. 23.
  9. Gupta S. [2002], Strategic Dimensions of Corporate Image: Corporate Ability and Corporate Social Responsibility as Sources of Competitive Advantage via Differentiation, doctoral dissertation, Temple University.
  10. Klein J., Dawar N. [2004], Corporate Social Responsibility and Consumers' Attributions and Brand Evaluations in a Product - Harm Crisis, „International Journal of Research in Marketing", vol. 21.
  11. Kotler P., Lee N. [2005], Corporate Social Responsibility. Doing the Most Good for Your Company and Your Cause, John Wiley & Sons, New York.
  12. Marin L., Ruiz S. [2007], "I Need You Too!" Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility, „Journal of Business Ethics", vol. 77.
  13. Prabu D., Kline S., Yang D. [2005], Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process Model, „Journal of Public Relations Research", vol. 17.
  14. Prisch J., Gupta S., Grau S.L. [2007], A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study, „Journal of Business Ethics", vol. 70.
  15. Salmones, Crespo A., Bosque I. [2005], Influence of Corporate Social Responsibility on Loyalty and Valuation of Services, „Journal of Business Ethics", vol. 61.
  16. Sen S., Bhattacharya C.B. [2001], Does Doing Good Always Lead to Doing Better? Consumer Reaction to Corporate Social Responsibility, „Journal of Marketing Research", vol. 38, May.
  17. Sen S., Bhattacharya C.B., Korschun D. [2006], The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Filed Experiment, „Journal of the Academy of Marketing Science", vol. 34, nr 2.
  18. Smith C. [2003], Corporate Social Responsibility: WHETHER OR HOW?, „California Management Review", vol. 45, Iss. 4, Summer.
  19. Smith C. [1994], The New Corporate Philanthropy, „Harvard Business Review", vol. 72, Iss. 3, May/June.
  20. Van den Brink D., Odekerken-Schroder G., Pauwels P. [2006], The Effect of Strategic and Tactical Cause - Related Marketing on Consumer' Brand Loyalty, „Journal of Consumer Marketing", vol. 23.
  21. Vogel D.J. [2005], Is There a Market for Virtue? The Business Case for Corporate Social Responsibility, „California Management Review", vol. 47, nr 4, Summer.
  22. Yoon Y. [2003 ], Negative Consequences of Doing Good: The Effects of Inferred Motives Underlying Corporate Social Responsibility (CSR), doctoral dissertation, University of Michigan.
  23. Porter M.E., Kramer M.R. [2006], Strategy & Society: The Link between Competitive Advantage and Corporate Social Responsibility, „Harvard Business Review", vol. 84, Iss. 12, December.
Cytowane przez
Pokaż
ISSN
1899-6205
Język
pol
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