Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Journal of Business Ethics
Erschienen in: Journal of Business Ethics 2/2015

01.10.2015

Corporate Social Responsibility: Linking Bottom of the Pyramid to Market Development?

verfasst von: Ramendra Singh, Madhupa Bakshi, Prashant Mishra

Erschienen in: Journal of Business Ethics | Ausgabe 2/2015

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

In this article, we develop theoretical and empirical linkages between corporate social responsibility (CSR) initiatives of business organizations and their market development efforts at the bottom of the pyramid (BOP). We use qualitative in-depth interviews of 21 CSR heads of business organizations and its CSR partner organizations in India (an emerging market) to explore, develop, and explain plausible theoretical linkages between CSR initiatives of the organizations and its market development efforts at BOP using theory of market separations. Using theoretical frameworks from CSR literature and sub-theory of market separations from marketing literature, the study suggests that market development at BOP is enhanced using the CSR route in several ways. These are, (1) making the BOP market development less risky, (2) mask the CSR initiative as a BOP pilot project to generate internal traction within the organization, (3) integrating the BOP communities with the last mile of the supply chain of the organization, (4) bringing government intervention to accelerate scale-up, and (5) developing BOP as future markets for consumers and supply chain partners to make business more sustainable. Our study has several theoretical as well as managerial implications linking organizations’ market development efforts at BOP with its CSR initiatives.
Vorheriger Artikel The Impact of Four Types of Corporate Social Performance on Reputation and Financial Performance
Nächster Artikel Brand Social Responsibility: Conceptualization, Measurement, and Outcomes

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Literatur
Aguilera, R. V., Rupp, D. E., Williams, C. A., & Ganapathi, J. (2007). Putting the S back in corporate social responsibility: A multilevel theory of social change in organizations. Academy of Management Review, 32(3), 836–863.CrossRef
Ahlstrom, J., & Sjostrom, E. (2005). CSOs and business partnerships: Strategies for interaction. Business, Society and the Environment, 14, 230–240.CrossRef
Aldrich, H. E., & Fiol, C. M. (1994). Fools rush in? The institutional context of industry creation. Academy of Management Review, 19(4), 645–670.
Banerjee, A. V., & Duflo, E. (2011). Poor economics. New York: Public Affairs.
Bartels, R. (1968). The General Theory of Marketing. Journal of Marketing, 32(1), 29–33.
Belou, S., Elkington, J., Hester, K. F., & Newell S. (2003). The 21st century NGO. In the market for change.
Bendell, J. (2000). Terms for endearment: Business, NGOs and sustainable development. Sheffield: Greenleaf.
Bhattacharya, C. B., & Sen, S. (2004). When, why, and how consumers respond to social initiatives. California Management Review, 47(1), 9–24.CrossRef
Blair, M. M. (1998). For whom should corporations be run? An economic rationale for stakeholder management. Long Range Planning, 32(2), 195–200.CrossRef
Blocker, C., Ruth, J., Sridharan, S., Beckwith, C., Ekici, A., Goudie-Hutton, M., Rosa, J., Saatcioglu, B., Talukdar, D., Trujillo, C., & Varman, R. (2012). Understanding poverty and promoting poverty alleviation through transformative consumer research. Journal of Business Research, 66(8), 1195–1202.
Brown, B. (1998). Do stock market investors reward companies with reputations for social performance? Corporate Reputation Review, 1(3), 271–280.CrossRef
Brugmann, J., & Prahalad, C. K. (2007). Co-creating business’s new social compact. Harvard Business Review, February, 80–90.
Burchell, J., & Cook, J. (2013). Sleeping with the enemy? Strategic transformations in business–NGO relationships through stakeholder dialogue. Journal of Business Ethics, 113, 505–518.CrossRef
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34, 39–48.CrossRef
Clarkson, M. (1995). A stakeholder framework for analyzing and evaluating corporate social responsibility. The Academy of Management Review, 20(1), 92–118.
Clement-Jones, T. (2005). Bottom line issue or public relations exercise? In J. Hancock (Ed.), Investing in corporate social responsibility: A guide to best practice.
Collins, E., & Kearins, K. (2007). Exposing students to the potential and risks of stakeholder engagement when teaching sustainability: A classroom exercise. Journal of Management Education, 31(4), 521–540.CrossRef
Daub, C. H., & Scherrer, Y. (2005). The growing importance of stakeholder dialogues in generating knowledge and realizing sustainable development. In L. Preuss (Ed.), Whose business what ethics? Proceedings of the Ninth Annual Conference of EBENUK. Royal Holloway, University of London.
de Bakker, F. G. A., & den Hond, F. (2008). Introducing the politics of stakeholder influence: A review essay. Business and Society, 47(1), 8–20.CrossRef
De Soto, H. (2000). The mystery of capitalism: Why capitalism triumphs in the west and fails everywhere else. New York: Basic Books.
Dean, M. (1999). Governmentality: Power and rule in modern society. London: Sage Publications.
Donaldson, T., & Preston, L. E. (1995). The stakeholder of the corporation: Concepts, evidence and implications. Academy of Management Review, 20(1), 65–91.
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, 24(3), 224–241.CrossRef
Flew, A. (1973). Must morality pay or what Socrates should have said to Thrasymachus. In C. L. Carter (Ed.), Skepticism and moral principles (pp. 21–47). Evanston: New University Press.
Friedman, A. L., & Miles, S. (2002). Developing stakeholder theory. Journal of Management Studies, 39(1), 1–21.CrossRef
Frooman, J. (1999). Stakeholder influence strategies. Academy of Management Review, 24(2), 191–205.
Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, 53(1–2), 51–71.CrossRef
Gossling, T. (2003). The price of morality. An analysis of personality, moral behaviour, and social rules in economic terms. Journal of Business Ethics, 45(1/2), 121–131.CrossRef
Hamilton, K. (2005). Low-income families: Coping with consumer disadvantage. Belfast: Queen’s University Belfast.
Hammond, A. L., Kramer, W. J., Katz, R. S., Tran, J. T., & Walker, C. (2007). The next 4 billion. Market size and business strategy at the base of the pyramid. Washington DC: World Resources Institute and International Finance Corporation.
Harrison, J. S., & Freeman, R. E. (1999). Stakeholders, social responsibility and performance: Empirical evidence and theoretical perspectives. Academy of Management Journal, 42(5), 479–485.CrossRef
Harriss-White, B. (2002). India working: Essays on society and economy. Cambridge, UK: Cambridge University Press.CrossRef
Hill, R. P. (2001). Surviving in a material world: The lived experience of people in poverty. South Bend, IN: University of Notre Dame Press.
Hill, R. P., & Stephens, D. L. (1997). Impoverished consumers and consumer behavior: The case of AFDC mothers. Journal of Macromarketing, 17(2), 32–48.CrossRef
Hult, G. T. M. (2011). Market-focused sustainability: Market orientation plus! Journal of the Academy of Marketing Science, 39(1), 1–6.CrossRef
Jackson, I., & Nelson, J. (2004). Values-driven performance: Seven strategies for delivering profits with principles. Ivey Business Journal, 69(2), 1–8.
Jonker, J., & Nijhof, A. (2006). Looking through the eyes of others: Assessing mutual expectations and experiences in order to shape dialogue and collaboration between business and NGOs with respect to CSR. Corporate Governance, 14(5), 456–466.CrossRef
Juholin, E. (2004). For business or the good of all? A Finnish approach to corporate social responsibility. Corporate Governance, 4(3), 20–31.CrossRef
Kaler, J. (2002). Morality and strategy in stakeholder identification. Journal of Business Ethics, 39(1–2), 91–99.CrossRef
Kaptein, M., & Van Tulder, R. (2003). Towards effective stakeholder dialogue. Business and Society Review, 108(2), 203–224.CrossRef
Karnani, A. (2007). The mirage of marketing to the bottom of the pyramid: How the private sector can help alleviate poverty. California Management Review, 49(4), 90–111.
Karnani, A. (2010). Failure of the libertarian approach to reducing poverty. Asian Business & Management, 9(March), 5–21.CrossRef
Karnani, A. (2011). Reducing poverty through employment. Innovations, 6(2), 73–97.
King, B. (2008). A social movement perspective of stakeholder collective action and influence. Business and Society, 47(1), 21–49.CrossRef
Lawrence, A. T. (2002). The drivers of stakeholder engagement: Reflections on the case of Royal Dutch/Shell. In J. Andriof, et al. (Eds.), Unfolding stakeholder thinking: Theory, responsibility and engagement (pp. 185–200). Sheffield: Greenleaf.CrossRef
Legard, R., Keegan, J., & Ward, K. (2005). In-depth interviews. In J. Ritchie & J. Lewis (Eds.), Qualitative research practice: A guide for social science students and researchers. London: Sage Publications.
Longo, M., Mura, M., & Bonoli, A. (2005). Corporate social responsibility and corporate performance: The case of Italian SMEs. Corporate Governance, 5(4), 28–42.CrossRef
Margolis, J. D., Elfenbein, H. A., & Walsh, J. P. (2007). Does it pay to be good? A meta-analysis and redirection of research on the relationship between corporate social and financial performance. Working Paper, Harvard Business School.
Miller, J. G. (1994). Cultural diversity in the morality of caring: Individually oriented versus duty-based interpersonal moral codes. Cross-Cultural Research, 28(1), 3–39.CrossRef
Mitchell, T. (2009). How Neoliberalism makes its world: The urban property rights project in Peru. In P. Mirowski and D. Plehwe (Eds.), The road from Mont Pelerin. The Making of the Neoliberal Thought Collective (pp. 386–416). Cambridge, MA: Harvard University Press.
Murray, A. (2005). The economy, business: Will social responsibility harm business? The Wall Street Journal, May 18, A2.
Narayan, D., Chambers, R., Shah, M. K., & Petesch, P. (2000). Voices of the poor: Crying out for change. New York: Oxford University Press, World Bank Report.
Nijhof, A., de Bruijn, T., & Honders, H. (2008). Partnerships for corporate social responsibility: A review of concepts and strategic options. Management Decision, 46(1), 152–167.CrossRef
Owen, D., & O’Dwyer, B. (2008). Corporate social responsibility: The reporting and assurance dimension. In A. Crane, et al. (Eds.), The Oxford handbook of corporate social responsibility (pp. 384–409). Oxford: OUP.
Payne, S. L., & Calton, J. M. (2002). Towards a managerial practice of stakeholder engagement: Developing multi-stakeholder learning dialogues. In J. Andriof, et al. (Eds.), Unfolding stakeholder thinking: Theory, responsibility, engagement (pp. 121–136). Sheffield: Greenleaf.
Pitta, D. A., Guesalaga, R., & Marshall, P. (2008). The quest for the fortune at the bottom of the pyramid: Potential and challenges. Journal of Consumer Marketing, 25(7), 393–401.CrossRef
Prahalad, C. K. (2006). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River, NJ: Wharton School Publishing.
Prahalad, C. K. (2012). Bottom of the pyramid as a source of breakthrough innovations. Journal of Product Innovation Management, 29(1), 6–12.
Prahalad, C. K., & Hammond, A. (2002). Serving the World’s poor, profitably. Harvard Business Review, 80(9), 48–57.
Prahalad, C. K., & Hart, S. L. (2002). The fortune at the bottom of the pyramid. strategy + business, 26(1), 54–67.
Rashid, A., & Rahman, M. (2009). Making profit to solve development problems: The case of Telenor AS and the Village Phone Programme in Bangladesh. Journal of Marketing Management, 25(9/10), 1049–1060.CrossRef
Rose, N. (1999). Powers of freedom: Reframing political thought. Cambridge, UK: Cambridge University Press.CrossRef
Rudolph, P. (2005). Letters to the editor: An Adam Smith look at green regulations. The Wall Street Journal , June 6.
Ruth, J. A., & Hsiung, R. A. (2007). A family systems interpretation of how subsistence consumers manage: The case of South Africa. In J. A. Rosa & M. Viswanathan (Eds.), Advances in International Management Series (Vol. 20, pp. 59–87). Oxford: Elsevier.
Schiller, B. (2005). Ethical corporation report: Business–NGO partnerships. London: Ethical Corporation.
Schwittay, A. (2011). The marketization of poverty. Current Anthropology, 52(S3), S71–S82.CrossRef
Seitanidi, M. (2010). The politics of partnership: A critical examination of non profit-business partnerships. Amsterdam: Springer.CrossRef
Sheth, J. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 75(4), 166–182.
Sheth, J., & Sisodia, R. (1993). The information mall. Telecommunications Policy, 17(5), 376–389.CrossRef
Skålén, P., Fougère, M., & Fellesson, M. (2008). Marketing discourse: A critical perspective. New York: Routledge.
Steurer, R. (2006). Mapping stakeholder theory anew: From the stakeholder theory of the firm’ to three perspectives on business-society relations. Business Strategy and the Environment, 15, 55–69.CrossRef
Tarafdar, M., Singh, R., & Anekal, P. (2013). Impact of ICT-enabled product and process innovations at the bottom of the pyramid: A market separations perspective. Journal of Information Technology (special issue on ICT Innovations in Emerging Economies), 28(4), 279–295.
Uhlaner, L., van Goor-Balk, A., & Masurel, E. (2004). Family business and corporate social responsibility in a sample of Dutch firms. Journal of Small Business and Enterprise Development, 11(2), 186–194.CrossRef
Vachani, S., & Smith, N. C. (2008). Socially responsible distribution strategies for reaching the bottom of the pyramid. California Management Review, 50, 52–84.CrossRef
van Huijstee, M., & Glasbergen, P. (2010). Business–NGO interactions in a multi-stakeholder context. Business and Society Review, 115(3), 249–284.CrossRef
Varman, R., Skålén, P., & Belk, R. W. (2012). Conflicts at the bottom of the pyramid: Profitability, poverty alleviation, and neoliberal governmentality. Journal of Public Policy & Marketing, 31(1), 19–35.CrossRef
Viswanathan, M., Rosa, J., & Ruth, J. (2010). Exchanges in marketing systems: The case of subsistence consumer-merchants in Chennai, India. Journal of Marketing, 74, 1–17.CrossRef
Waddock, S., Bodwell, C., & Graves, S. (2002). Responsibility: The new business imperative. The Academy of Management Executive, 16(2), 132–147.CrossRef
Werhane, P. H., Hartman, L. P., Moberg, D., & Kelly, S. (2010). Profitable partnerships for poverty alleviation. New York: Taylor & Francis.
Williams, G., & Zinkin, J. (2008). The effect of culture on consumers’ willingness to punish irresponsible corporate behaviour: Applying Hofstede’s typology to the punishment aspect of corporate social responsibility. Business Ethics: A European Review, 17(2), 210–226.CrossRef
Metadaten
Titel
Corporate Social Responsibility: Linking Bottom of the Pyramid to Market Development?
verfasst von
Ramendra Singh
Madhupa Bakshi
Prashant Mishra
Publikationsdatum
01.10.2015
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2015
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-014-2283-8

Weitere Artikel der Ausgabe 2/2015

Journal of Business Ethics 2/2015 Zur Ausgabe

OriginalPaper

Corporate Bond Covenants and Social Responsibility Investment

OriginalPaper

Financialization and Outsourcing in a Different Guise: The Ethical Chaos of Workforce Localization in the United Arab Emirates

OriginalPaper

Brand Social Responsibility: Conceptualization, Measurement, and Outcomes

OriginalPaper

A Critical Analysis of the Intellectual Capital Measuring, Managing, and Reporting Practices in the Non-profit Sector: Lessons Learnt from a Case Study

OriginalPaper

How Do Firms Comply with International Sustainability Standards? Processes and Consequences of Adopting the Global Reporting Initiative

OriginalPaper

Business Education and Idealism as Determinants of Stakeholder Orientation

Premium Partner

    Bildnachweise