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Journal of the Academy of Marketing Science

, Volume 32, Issue 1, pp 3–19 | Cite as

Corporate social responsibility and marketing: An integrative framework

  • Isabelle Maignan
  • O. C. Ferrell
Article

Abstract

This article introduces a conceptualization of corporate social responsibility (CSR) that emphasizes the role and potential contribution of the marketing discipline. The proposed framework first depicts CSR initiatives as the actions undertaken to display conformity to both organizational and stakeholder norms. Then, the article discusses the managerial processes needed to monitor, meet, and even exceed, stakeholder norms. Finally, the analysis explains how CSR initiatives can generate increased stakeholder support.

Keywords

stakeholder theory corporate social responsibility market orientation ethics community 

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Copyright information

© Academy of Marketing Science 2004

Authors and Affiliations

  • Isabelle Maignan
    • 1
  • O. C. Ferrell
    • 2
  1. 1.Vrije Universiteit Amsterdamthe Netherlands
  2. 2.Colorado State UniversityUSA

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