search query: @author Montanari, J. R. / total: 8
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| Author: | Murray, K. B. Montanari, J. R. |
| Title: | Strategic management of the socially responsible firm: Integrating management and marketing theory. |
| Journal: | Academy of Management Review
1986 : OCT, VOL. 11:4, p. 815-827 |
| Index terms: | STRATEGIC MANAGEMENT MANAGEMENT THEORY MARKETING THEORY BUSINESS RESPONSIBILITY |
| Language: | eng |
| Abstract: | Corporate social responsibility is conceptualized as a "product" offered to key publics of the firm. A model is proposed that integrates the content and process considerations of social responsibility using a "marketing" orientation. Social responsibility management is seen as a form of product management that strives to determine appropriate corporate behavior with respect to its moral,ethical,and social obligations,both within and outside of the firm. This approach increases the firm's relative competitive advantage. |
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