Top

Published in:

2016 | OriginalPaper | Chapter

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

Authors : Jorge Fresneda, Daniel Korschun, Prabakar Kothandaraman

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

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

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!

inform now

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!

inform now

previous chapter Online Advertising Using Facebook Photos: the Risk and Reward of Using Consumers’ Profile Pictures

next chapter Performance Outcome of CSR Behavior: Moderating Role of Motivations to Engage

Available only for authorised users

Arredondo-Trapero, F. G., Maldonado De Lozada, V. C., & De la Garza-García, J. (2011). El Consumidor ante la Responsabilidad Social Corporativa. Actitudes segun Edad y Genero. Consumer attitudes in the face a lack of csr in business. The role of age and gender (English). Cuadernos de Administracion, 24(43), 285–305.

Bazinska, R., Jaworski, M., & Wojciszke, B. (1998). On the dominance of moral categories in impression formation. Personality & Social Psychology Bulletin, 24(12), 1251.CrossRef

Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53.CrossRef

Bhattacharya, C., Korschun, D., & Sen, S. (2009). Strengthening stakeholder—Company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85, 257–272.CrossRef

Bianco, A. M., & Martínez, E. (2009). Robust testing in the logistic regression model. Computational Statistics & Data Analysis, 53(12), 4095–4105.CrossRef

Boorom, M. L., Goolsby, J. R., & Ramsey, R. P. (1998). Relational communication traits and their effect on adaptiveness and sales performance. Journal of the Academy of Marketing Science, 26(1), 16–30.CrossRef

Carroll, R. J., & Pederson, S. (1993). On robustness in the logistic regression model. Journal of the Royal Statistical Society: Series B: Methodological, 55(3), 693–706.

Chong, M. (2009). Employee participation in CSR and corporate identity: Insights from a disaster-response program in the Asia-Pacific. Corporate Reputation Review, 12(2), 106–119.CrossRef

Cook, C., Heath, F., & Thompson, R. L. (2000). A meta-analysis of response rates in web-or internet-based surveys. Educational and Psychological Measurement, 60(6), 821–836.CrossRef

Croux, C., & Haesbroeck, G. (2003). Implementing the Bianco and Yohai estimator for logistic regression. Computational Statistics & Data Analysis, 44(1), 273–295.CrossRef

D’Aveni, R. A. (1994). Hypercompetition: Managing the dynamics of strategic maneuvering. New York: Free Press.

D’Aveni, R. A., Canger, J. M., & Doyle, J. J. (1995). Coping with hypercompetition: Utilizing the new 7S’s framework [and executive commentary]. The Academy of Management Executive (1993–2005), 9(3), 45–60.

Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239–263.CrossRef

Franke, G. R., & Park, J. E. (2006). Salesperson adaptive selling behavior and customer orientation: A meta-analysis. Journal of Marketing Research, 43(4), 693–702.CrossRef

Gengler, C. E., Howard, D. J., & Zolner, K. (1995). A personal construct analysis of adaptive selling and sales experience. Psychology & Marketing, 12(4), 287–304.CrossRef

Hauser, R., & Booth, D. (2011). Predicting bankruptcy with robust logistic regression. Journal of Data Science, 9, 565–584.

Hohnen, P. (2007). Corporate social responsibility. An implementation guide for business. In J. Potts (ed.). Winnipeg: IISD—International Institute for Sustainable Development.

Homburg, C., Stierl, M., & Bornemann, T. (2013). Corporate social responsibility in business-to-business markets: How organizational customers account for supplier corporate social responsibility engagement. Journal of Marketing, 77(6), 54–72.CrossRef

Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.CrossRef

Korschun, D., Bhattacharya, C., & Swain, S. D. (2014). Corporate social responsibility, customer orientation, and the job performance of frontline employees. Journal of Marketing, 78(3), 20–37.CrossRef

Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. New York: John Wiley and Sons.

Larson, B. V., Flaherty, K. E., Zablah, A. R., Brown, T. J., & Wiener, J. L. (2008). Linking cause-related marketing to sales force responses and performance in a direct selling context. Journal of the Academy of Marketing Science, 36(2), 271–277.CrossRef

Lee, E. M., Park, S. Y., & Lee, H. J. (2013). Employee perception of CSR activities: Its antecedents and consequences. Journal of Business Research, 66(10), 1716–1724.CrossRef

Leong, S. M., Busch, P. S., & John, D. R. (1989). Knowledge bases and salesperson effectiveness: A script-theoretic analysis. Journal of Marketing Research, 26(2), 164–178.CrossRef

Lin-Hi, N., & Müller, K. (2013). The CSR bottom line: Preventing corporate social irresponsibility. Journal of Business Research, 66(10), 1928–1936.CrossRef

Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18.CrossRef

Mead, N. A., & Rubin, D. L. (1985). Assessing listening and speaking skills. ERIC Digest ERIC Information Analysis, 071, 1–3.

Moncrief, W. C., Babakus, E., Cravens, D. W., & Johnston, M. W. (2000). Examining gender differences in field sales organizations. Journal of Business Research, 49(3), 245–257.CrossRef

NADA (2013). State-of-the-Industry report 2013. In NADA DATA.

O’Reilly, C., & Chatman, J. (1986). Organizational commitment and psychological attachment: The effects of compliance, identification, and internalization on prosocial behavior. Journal of Applied Psychology, 71(3), 492–499.CrossRef

Öberseder, M., Schlegelmilch, B. B., & Murphy, P. E. (2013). CSR practices and consumer perceptions. Journal of Business Research, 66(10), 1839–1851.CrossRef

Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer. New York: ME Sharpe.

Park, J. E., & Holloway, B. B. (2003). Adaptive selling behavior revisited: An empirical examination of learning orientation, sales performance, and Job satisfaction. Journal of Personal Selling & Sales Management, 23(3), 239–251.

Porter, M. E., & Kramer, M. R. (2006). Strategy & society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92.

Prasad, A., & Holzinger, I. (2013). Seeing through smoke and mirrors: A critical analysis of marketing CSR. Journal of Business Research, 66(10), 1915–1921.CrossRef

Rapp, A., Agnihotri, R., & Forbes, L. P. (2008). The sales force technology-performance chain: The role of adaptive selling and effort. Journal of Personal Selling & Sales Management, 28(4), 335–350.CrossRef

Román, S., & Iacobucci, D. (2010). Antecedents and consequences of adaptive selling confidence and behavior: A dyadic analysis of salespeople and their customers. Journal of the Academy of Marketing Science, 38(3), 363–382.CrossRef

Román, S., & Martín, P. J. (2008). Changes in sales call frequency: A longitudinal examination of the consequences in the supplier–customer relationship. Industrial Marketing Management, 37(5), 554–564.CrossRef

Sharma, A., & Levy, M. (1995). Categorization of customers by retail salespeople. Journal of Retailing, 71(1), 71.CrossRef

Spiro, R. L., & Weitz, B. A. (1990). Adaptive selling: Conceptualization, measurement, and nomological validity. Journal of Marketing Research, 27(1), 61–69.CrossRef

Taylor, S. E., & Fiske, S. T. (1991). Social cognition. New York: McGraw-Hill.

Wang, J., Zamar, R., Marazzi, A., Yohai, V, Barrera, M., Maronna, R., et al. (2014). Robust Library. Retrieved May 15, 2009, from http://cran.r-project.org/web/packages/robust/robust.pdf.

Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4), 174–191.CrossRef

Wiggins, R. R., & Ruefli, T. W. (2005). Schumpeter’s ghost: Is hypercompetition making the best of times shorter? Strategic Management Journal, 26(10), 887–911.CrossRef

Wooldridge, J. (2009). Introductory econometrics. Mason: South-Western Cengage Learning.

Yuan, W., Bao, Y., & Verbeke, A. (2011). Integrating CSR initiatives in business: An organizing framework. Journal of Business Ethics, 101(1), 75–92.CrossRef

Title: CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal
Authors: Jorge Fresneda
Daniel Korschun
Prabakar Kothandaraman
Publisher: Springer International Publishing
Book: 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 Year: 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_78