Implications Of Corporate Social Responsibility On Marketing Performance: A Conceptual Framework | Hardeep Chahal & R.D. Sharma

Corporate Social Responsibility (CSR) means firm?s obligation to protect and improve welfare of the society and its organization, now as well as in future, through its various business and social actions, and ensures that it generates equitable and sustainable benefits for the various stakeholders. As such CSR can serve as an effective marketing tool to compete and sustain competitive advantage in the present fast changing, hyper competitive environment. Though there are research studies that provide the domain of CSR and its effects on the business performance but they have varied viewpoints and are inadequate. Given its broad conceptualization as such, it?s really arduous to define the domain of CSR. Presently, lots of efforts are being taken to know its domain and its actual impact on the organizational performance in various settings. The present paper is an effort towards this direction. The main objective of the paper is to build grounding for analyzing the impact of CSR on various marketing performance measures through various propositions based on antecedents and consequences of business and social actions. The authors have described the antecedents of CSR from comprehensive perspective, which include organization culture, human resources, products and services, social development activities, and regulatory environment. The impacts of these activities are correlated with three marketing performance parameters namely, economic, social and relationship measures.