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2016 | OriginalPaper | Buchkapitel

CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal

verfasst von : Jorge Fresneda, Daniel Korschun, Prabakar Kothandaraman

Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Verlag: Springer International Publishing

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Abstract

In this working chapter the authors document an additional way that CSR can be used by employees to improve customer relationships. That is, employees can use CSR as an adaptive selling tool. Employees use CSR as an adaptive selling tool to the extent that CSR fits with what their understanding of the company identity is, and to the degree that customers support the CSR program.

This study proposes and tests empirically a novel framework that is linked to former research through the use of two control variables already existing in the literature. Additionally and based in their findings, the authors propose an empirical model intended to predict the extent to what employees would make use of CSR as an adaptive selling tool, in order to help assessing if a specific CSR initiative is worth to be developed within a company.

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Vorheriges Kapitel Online Advertising Using Facebook Photos: the Risk and Reward of Using Consumers’ Profile Pictures

Nächstes Kapitel Performance Outcome of CSR Behavior: Moderating Role of Motivations to Engage

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Titel: CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal
verfasst von: Jorge Fresneda
Daniel Korschun
Prabakar Kothandaraman
Verlag: Springer International Publishing
Buch: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Print ISBN: 978-3-319-26646-6

Electronic ISBN: 978-3-319-26647-3

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_78