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Turning corporate social responsibility into opportunity: A study of stakeholder orientation and marketing.

机译：将企业社会责任转变为机遇：利益相关者导向和市场营销研究。

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摘要

Marketers adopting the stakeholder concept shift the firm's focus to a broader set of stakeholders than just customers--including suppliers, employees, regulators, shareholders, and the local community. This research examines the incorporation of stakeholder issues in corporate marketing strategy to explain firm performance. Grounded in stakeholder theory, the study provides a conceptualization of stakeholder orientation based on cultural values that is distinctive from stakeholder responsiveness and examines the relationship of stakeholder responsiveness to firm performance. The study determines the mediating role of marketing outcomes on the impact of stakeholder responsiveness on firm performance. Inclusion of a measure for "globalness" provides for an understanding of the moderating effects of global operations on the ability for a firm to respond to multiple stakeholders. Multiple regression analysis tests hypotheses using a data set consisting of qualitative data obtained from corporate documents and quantitative data from respected secondary sources.;The results of this research have implications to managers seeking to balance multiple stakeholders in the current global environment. The results show that firms focusing attention on more than two stakeholder groups exhibit greater corporate social responsibly behaviors and marketing outcomes. However, there is a slight decrease in outcomes as firms spread attention among five or more stakeholder groups, indicating the need to prioritize stakeholder groups. Consistent with market orientation, firms focusing on customers are less likely to behave irresponsibly towards the community and other stakeholder groups. Therefore, firms should continue to include customers as a primary stakeholder.;Global operations influence the ability for firms to respond to multiple stakeholders. Findings show that a customer orientation leads to greater responsiveness when the number of countries is higher. However, implementing programs and policies in response to employees and shareholders is more difficult when the percent of international sales and dependence on offshore suppliers increases.;This research provides insights in the relationship between stakeholder responsiveness on customer satisfaction, innovation, and reputation beyond that of prior studies. This study shows that harmful activities have a greater effect of lowering customer satisfaction than social responsiveness has on increasing customer satisfaction. Results from this study also suggest that market-based performance is affected by lower customer satisfaction from negative responsiveness. This research shows that positive social responsiveness increases firm performance through enhanced reputation, but negative reputational activities without positive actions reduce both reputation and financial performance. Firms able to respond to multiple stakeholders through socially responsive actions experience greater innovation. Results show that responsiveness to customers, employees, and the community can increase innovation, while attention to regulatory agencies can decrease innovation, through increased costs and restrictions.
机译：采纳利益相关者概念的营销人员将公司的关注点转移到了广泛的利益相关者集合上，而不仅仅是客户-包括供应商，员工，监管者，股东和当地社区。这项研究研究了利益相关者问题在公司营销策略中的应用，以解释公司的绩效。基于利益相关者理论，该研究提供了基于文化价值观的利益相关者取向的概念化，该价值观不同于利益相关者的响应能力，并研究了利益相关者的响应能力与公司绩效之间的关系。该研究确定了营销结果对利益相关方响应能力对公司绩效的影响的中介作用。包含“全球性”的度量标准可以使您了解全球运营对公司应对多个利益相关者的能力的调节作用。多元回归分析使用的数据集包括从公司文件中获得的定性数据和受人尊敬的次要来源中的定量数据组成的数据集，对假设进行检验。本研究的结果对那些寻求在当前全球环境中寻求平衡多个利益相关者的管理者具有影响。结果表明，专注于两个以上利益相关者群体的公司表现出更大的企业社会责任行为和营销成果。但是，随着公司在五个或更多利益相关者群体中分散注意力，结果会略有下降，这表明需要优先考虑利益相关者群体。与市场导向一致，关注客户的公司不太可能对社区和其他利益相关者群体不负责任。因此，公司应继续将客户作为主要利益相关者。全球运营会影响公司响应多个利益相关者的能力。研究结果表明，当国家/地区数量更多时，以客户为导向会提高响应速度。但是，当国际销售的百分比和对离岸供应商的依赖程度增加时，实施针对员工和股东的计划和政策将变得更加困难。该研究提供了利益相关者对客户满意度，创新和声誉的响应之间的关系的见解。先前的研究。这项研究表明，有害的活动对降低客户满意度的影响要大于对提高客户满意度的社会响应能力的影响。这项研究的结果还表明，基于市场的绩效受到负面响应能力降低的客户满意度的影响。这项研究表明，积极的社会响应能力通过提高声誉来提高公司绩效，但是没有积极行动的消极声誉活动会降低声誉和财务绩效。能够通过社会响应行动回应多个利益相关者的公司将经历更大的创新。结果表明，对客户，员工和社区的响应可以增加创新，而对监管机构的关注可以通过增加成本和限制来减少创新。

著录项

  • 作者

    Gonzalez-Padron, Tracy L.;

  • 作者单位

    Michigan State University.;

  • 授予单位 Michigan State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 184 p.
  • 总页数 184
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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