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2021 | OriginalPaper | Chapter

3. CSR and Marketing Integration: Network Perspective

Authors : Young Won Park, Ye Jin Park

Published in: Corporate Social Responsibility and Entrepreneurship for Sustainability

Publisher: Springer Singapore

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Abstract

Both academics and managers within companies have realized the convergence of corporate social responsibility (CSR) and marketing roles in some businesses. Despite the emerging number of conceptual studies on the integration processes of CSR and the marketing unit within the firm, there is little in-depth analysis testing these theories. This chapter seeks to remedy this situation through an ethnography that traces the actual integration processes from the perspective of a manager. The research model defines the manager’s role as the firm’s liaison, and differentiates the three stages of the integration process. First stage: marketing and CSR departments are two dichotomous units; second stage: the two units show areas of overlap through the marketing manager’s role, third, the two units converge into one unit. The data illustrates that five conditions affect the extent to which CSR can integrate with other business units. Our findings reveal why certain firms are more successful at allowing their CSR mission to permeate throughout the entire company and even to its external stakeholders and the larger society.

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Title: CSR and Marketing Integration: Network Perspective
Authors: Young Won Park
Ye Jin Park
Publisher: Springer Singapore
Book: Corporate Social Responsibility and Entrepreneurship for Sustainability
Print ISBN: 978-981-16-3459-8

Electronic ISBN: 978-981-16-3460-4

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-981-16-3460-4_3