The article titled “Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section” by Murphy and Schlegelmilch starts out with the history of Corporate Social Responsibility (CSR).
It has been known for some time but has only recently received the needed attention. The concept very much reflects the views and values of society and looks at the greater context of all corporate institutions and practices. CSR was developing in the United States in 80s and 90s but was also, previously known to be one of the ethical topics in Europe.
The details consider the environment and how corporations or organizations act in keeping the balance between the two. It is interesting that the United States was ahead, comparing to Europe, and ethics and morality in business were becoming predominant. Corporate social irresponsibility looks at everything from environmental pollution, to conditions that are made available for employees and the consumers.
It is divided into three categories where one is related to the threat management, in relation to morality and norms. The second one is about the responsibility regarding morality. And third deals with the affected people, especially those who are indirectly influenced (Murphy and Schlegelmilch 1808).
The recent changes have become a major goal of the society in establishing morally correct conditions for all parties involved. The present and future consideration is the condition of businesses towards ethics, in order to set the proper course of action.
Marketing techniques must be aligned with reasonable behavior and outlook, so that the best qualities are supported and those that need improvement are fixed. An important part of the process is to look at the strategy and how it can be implemented into the changes taking place. Some of the problems in implementation are analyzed as well. Because it is such a significant part of the matter, there is no specific plan of action that is concrete and clearly outlined.
The society and morals are always fluctuating and so, it would be difficult to adjust to what is needed and demanded by the population. An in-depth look is taken at the specific methods and mediums where social responsibility will be applied. Publicity through advertisements is an important part of the process and thus, will have to deal with alignment to proper intentions and responsibility (Murphy and Schlegelmilch 1810).
Perspectives are mentioned, so that it is known what to expect and how to deal with the new policies. The study that will be produced, will explore the market and how people relate to corporate responsibility and actions taken. A specific analysis “of two types of corporate social responsibility (CSR) cause-related marketing (CRM) and cause sponsorship (CS)” is presented (Murphy and Schlegelmilch 1811).
This is where the interconnection with marketers and consumers is developing. The decisions that will be taken now have to be adjusted to the theoretical issues and perspectives revolving around environment, as the modern day policies are getting stricter and enforcement more organized.
The evidence will be presented to show people’s preferences and set the general direction of the decisions of corporations. CSR has become a trend which resonates with the social ethics and morality in pursuing a strategy that is both effective for corporations and responsive to the business and natural environment. The connection between stakeholders, corporations and market are tightened for a better management of resources and interests (Murphy and Schlegelmilch 1811).
Works Cited
Murphy, Patrick and Bodo Schlegelmilch. “Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section”. Journal of Business Research 66 (2013): 1807-1813. Print.