This page has only limited features, please log in for full access.
Corporate social responsibility (CSR) is based on attending to concerns beyond a corporation’s shareholders. This concern embraces the concepts of sharing and caring for others. Logically then, the literature on sharing might inform theory and practice around CSR initiatives. To date, however, theory around the theme of sharing is absent from extant CSR literature, and, presumably, it is omitted as a perspective on CSR practice. This paper addresses this gap by empirically investigating consumers’ responses to different types of sharing involved in a range of CSR initiatives. We test the sharing theory to provide generalizable conclusions. Data was collected via an online panel of Australian consumers. Findings reveal two distinct types of sharing across different CSR initiatives: Sharing-in and sharing-out. Sharing-in CSR initiatives are those perceived as being adopted for the benefit of the firm’s direct stakeholders and aimed at providing a direct, reciprocal benefit to the firm. Conversely, sharing-out initiatives are perceived as providing wider and unconditional support to all, irrespective of their proximity to the firm. This research makes an original contribution to the CSR literature by embedding the notion of sharing within the management of CSR initiatives. The sharing perspective adds to knowledge and may assist managers when developing CSR initiatives, and how those initiatives might be perceived by a firm’s relevant stakeholders.
Anjum Amin-Chaudhry; Alan Pomering; Lester W. Johnson. Incorporating the Concepts of Sharing-In and Sharing-Out in CSR: Australian Consumers’ Perspective. Sustainability 2019, 11, 2586 .
AMA StyleAnjum Amin-Chaudhry, Alan Pomering, Lester W. Johnson. Incorporating the Concepts of Sharing-In and Sharing-Out in CSR: Australian Consumers’ Perspective. Sustainability. 2019; 11 (9):2586.
Chicago/Turabian StyleAnjum Amin-Chaudhry; Alan Pomering; Lester W. Johnson. 2019. "Incorporating the Concepts of Sharing-In and Sharing-Out in CSR: Australian Consumers’ Perspective." Sustainability 11, no. 9: 2586.
The purpose of this study is to develop a framework that will provide the services marketing manager a systematic, holistic and transparent means of enhancing sustainability performance through the marketing function. We review the literature dealing with the confluence of services marketing and sustainability, identify gaps in current sustainability-services marketing literature and inductively develop a conceptual framework for Sustainability Services Marketing (SSM). We describe services marketing practice examples in order to uncover the implications of a sustainability focus for services marketing and illustrate how to operationalise the framework. The resulting framework, (i) ensures that sustainability is incorporated into the strategic services marketing planning process, (ii) adapts and expands the traditional concept of the services marketing mix, by adding Partnerships to the traditional mix elements, and (iii) cross-references services marketing mix decision-making with the triple bottom line to describe the marketing task in terms of a matrix rather than a mix. This permits sustainability benchmarking and planning across the triple bottom line, and across the range of activities the services marketing manager might be expected to manage in order to enhance sustainability performance. We shift services marketing management attention to a broader and more sustainability-responsible whole-of-business approach. This research provides timely and effective guidance for the services marketing manager seeking to enhance his or her business’s sustainability performance in a systematic, holistic, and transparent way.
Alan Pomering; Lester W. Johnson. Building Sustainability into Services Marketing: Expanding Decision-Making from a Mix to a Matrix. Sustainability 2018, 10, 2992 .
AMA StyleAlan Pomering, Lester W. Johnson. Building Sustainability into Services Marketing: Expanding Decision-Making from a Mix to a Matrix. Sustainability. 2018; 10 (9):2992.
Chicago/Turabian StyleAlan Pomering; Lester W. Johnson. 2018. "Building Sustainability into Services Marketing: Expanding Decision-Making from a Mix to a Matrix." Sustainability 10, no. 9: 2992.
The purpose of this chapter is to review the state of play in regard to corporations’ advertising of their corporate social responsibility (CSR) initiatives, policies, and/or achievements as an identity-building exercise. An organisation’s use of advertising to lay claim to socially-responsible operations is bound to be contentious and inspire responses of scepticism and/or cynicism, especially if such advertising claims appear at odds with stakeholder perceptions of the organisation’s performance. The contentiousness of CSR advertising claims is enlarged by confusion over what constitutes CSR and what does not. Cause-related marketing campaigns, for example, are a form of sales promotion technique yet are enlisted in the hope of a corporation addressing its responsibility to society. Ultimately CSR performance must stand on impacts and outcomes, and anything less will be adjudged spin, greenwashing, or mere impression management. This chapter regards CSR advertising, and indeed other elements of the brand’s integrated marketing communications, in this light.
Alan Pomering. Communicating CSR Through Corporate Image Advertising. Global Challenges to CSR and Sustainable Development 2016, 171 -190.
AMA StyleAlan Pomering. Communicating CSR Through Corporate Image Advertising. Global Challenges to CSR and Sustainable Development. 2016; ():171-190.
Chicago/Turabian StyleAlan Pomering. 2016. "Communicating CSR Through Corporate Image Advertising." Global Challenges to CSR and Sustainable Development , no. : 171-190.
Alan Pomering. A review of: ‘The Tourist Gaze 3.0’. Tourism Geographies 2013, 15, 691 -693.
AMA StyleAlan Pomering. A review of: ‘The Tourist Gaze 3.0’. Tourism Geographies. 2013; 15 (4):691-693.
Chicago/Turabian StyleAlan Pomering. 2013. "A review of: ‘The Tourist Gaze 3.0’." Tourism Geographies 15, no. 4: 691-693.