دانلود رایگان مقاله لاتین کسب و کار مخاطره آمیزاز سایت الزویر
عنوان فارسی مقاله:
کسب و کار مخاطره آمیز: موضع در مسائل اجتماعی
عنوان انگلیسی مقاله:
Risky business: Taking a stand on social issues
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بخشی از مقاله انگلیسی :
The overarching concepts of corporate ethics and corporate social responsibility (CSR) have been widely studied and debated (Maon, Lindgreen, & Swaen, 2009). Research attempting to determine the effect of CSR on firms’ financial performance has been conducted (e.g., Tsoutsoura, 2004), including a meta-analysis that produced evidence showing the strong positive effect of CSR on the financial performance of organizations (Orlitzky, Schmidt, & Rynes, 2003). Others have been able to show the positive influence of CSR on organizations’ share prices (Cochran & Wood, 1984) and market values (Mackey, Mackey, & Barney, 2007). With all the mounting evidence showing the positive impact of CSR on the financial performance of organizations, the question is not whether firms should be concerned with CSR anymore but rather how they should participate in CSR initiatives. Interestingly, while CSR has received considerable attention, its focus on organizations taking stands on social issues is still somewhat limited. Business organizations have increased theirinvolvementin politics and political movements for various reasons (Schuler & Rehbein, 1997). Mohr (1996) argues that organizations sometimes express opinions on social issues to obtain political and business advantages. By gaining such advantages, an organization can be better positioned to compete in the market. This rationale, however, is contingent upon a firm having socially responsible practices for purposes beyond achieving short-term gain. Husted and Allen (2000) underscore this reason when they explain that organizations allocate resources to obtain long-term social objectives and to produce a competitive advantage through their use of CSR programs dealing with political involvement. Dodd and Supa (2014) argue that corporate social advocacy, defined asinstances when a business leader takes a stand on a socio-political issue, is unequivocally a form of CSR. Drumwright and Murphy (2001) take a slightly different view about why business leaders take positions on social topics. This alternate theory states that organizations can utilize their CSR initiatives as a marketing tool, a practice referred to as cause-related marketing (CRM). Ptacek and Salazar (1997) define CRM as an organization leveraging its financial resources to support a charity or utilizing its resources to promote a social cause. Varandarajan and Menon (1988) describe these CRM strategies as CSR initiatives that ‘‘do better by doing good.’’ Consumers have been found to respond very positively to CRM, sometimes without even knowing it (Nan & Heo, 2007). When CRM is BUSHOR-1282; No. of Pages 7 Risky business: Taking a stand on social issues 3 used properly to communicate an organization’s position on a social topic, it can lead to a long-term competitive advantage (Collins, 1993)
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