Societal Marketing

Corporate Social Responsibility (CSR) has transitioned from being a voluntary, philanthropic activity to a strategic imperative that drives competitiveness and ensures long-term financial sustainability. In the era of Environmental, Social, and Governance (ESG) accountability, CSR has emerged as a critical tool for businesses to create shared value, balance stakeholder expectations, and strengthen resilience against global uncertainties. This paper examines how CSR contributes to profitability, risk reduction, and innovation, while also generating socio-economic and environmental value for communities. A mixed-method approach was employed, with primary data collected through a structured Google Form survey of over 30 CSR and strategy professionals across IT, retail, consumer goods, and healthcare sectors, alongside secondary data from literature (2018-2024) and case study analysis of CSR initiatives in Visakhapatnam (Vizag), India, where companies invested ₹114.04 crore in 2023-24 across education, healthcare, rural development, renewable energy, and afforestation. The survey findings revealed that CSR significantly enhances financial stability, customer loyalty, investor interest, and risk management (all averaging 5/5), while moderately reducing operational costs (4/5) and improving employee retention and satisfaction (4/5). Qualitative insights emphasized CSR's role in brand differentiation, attracting ESG-conscious investors, and reducing reputational risks during crises, though barriers such as budget constraints, ROI justification, and leadership apathy persist. Case studies from Vizag reinforced these findings, with ICICI Foundation's ₹550 crore Oncology Block at KGH improving healthcare equity and goodwill, AMNS Vizag's 120 kW solar project reducing energy costs, Coromandel International's community infrastructure strengthening social capital, and Visakhapatnam Port Authority's afforestation of 31,800 saplings enhancing climate resilience. Overall, the evidence confirms that CSR should not be viewed as an expense but as a strategic investment in financial sustainability. Firms that integrate CSR into their core strategies achieve stronger brand equity, greater investor trust, and enhanced long-term viability compared to those treating it as peripheral. The study concludes by recommending the integration of CSR Key Performance Indicators (KPIs) into financial planning, the adoption of digital tools such as AI and blockchain for ROI measurement, and sector-specific longitudinal studies to strengthen the CSR-finance nexus in emerging economies.

This study examines the historical development, current applications, innovative transformations, and future directions of societal marketing strategies from a multidisciplinary perspective. Shaped by principles such as sustainability, corporate social responsibility, social marketing, and ethics, these strategies focus on improving social welfare rather than merely pursuing economic gain. Digitalization and technological transformation, particularly through tools such as social media and artificial intelligence, are expanding the scope of these strategies. For this study, 7,238 scientific works obtained from a June 15, 2025 Web of Science (WoS) database search were analyzed using CiteSpace software and scientific mapping methods. The findings reveal a substantial surge in publications and citations within the literature on social value-focused marketing, particularly between 2019 and 2025. The United States, the United Kingdom, and Germany have the highest number of publications, and Turkey has shown rapidly rising publication performance in this field in recent years. Keyword and author network analyses revealed themes such as "social impact," "sustainability," "circular economy," and "innovation." Additionally, works that have shaped the social marketing literature and experienced a citation boom have primarily originated from countries such as Turkey, India, Indonesia, and Japan over the past three years. Institutions such as Harvard University, the University of London, and Wageningen University play a critical role in developing the literature due to their high impact power. These findings suggest that social value-focused marketing strategies are shaping the future at the theoretical and practical levels.

This article focuses on the application of the corporate social responsibility concept (CSR) in commercial banking in the Czech Republic. The study quantitatively evaluates the CSR activities in commercial banks on a sample of four largest Czech banks according to the number of customers by using the CRM measuring model developed by the authors. The research is based on the content analysis of the publicly available data and takes into consideration three main pillars of the CSR -Economic, Social and Environmental. The subsequent analysis made with the application of the methods of descriptive statistics and correlation analysis is focused on the relationship between the CSR implementation and the commercial bank's financial performance. On the basis of the CSR measurements it was found, that the application of CSR activities in the Czech commercial banking sector is reaching the average level. Correlation analysis also showed that the level of application of the CSR is not significantly related to the financial performance of the banks.

In the era of globalization and climate change, digitalization has given added trust to the wheel of time. The world is going through a rapid transformation. India must be ready to face and adopt these changes and challenges for its vision to become the skill capital of the world. State and Civil society is continuously working together for enhancement and upliftment of Rural Livelihood. The proposed paper is an attempt to explore that 'Can State and civil society be considered as key changer for rural livelihood. The paper uses both qualitative and quantitative data collection techniques. The core data for quantitative analysis has come from the district Lucknow in Uttar Pradesh. Focused group discussion, questionnaire and case studies has been used for the qualitative analysis. It is extremely important to focus on advancement of skill development that is of almost importance for economic development. India has the potential to transform itself in to knowledge Economy with meeting global skill demands.

Sustainable Marketing strategies are unavoidable for 21st century businesses. Companies have started investing huge amount on these activities. Consumers do expect companies to adopt sustainable strategies but realizing one’s need is the only drive for any consumer. Thus, there is gap between business sustainability practices and consumers’ expectations. To address this gap, the paper proposes a conceptual framework for sustainability strategies that businesses must adopt. The proposed framework can be an important standpoint for businesses to meet consumers’ expectations without compromising business value. The paper identified four major sustainable marketing strategies to be integrated into business practices.

Th e aim of the paper analyses the complexity of term corporate social responsibility from historical and present points of view, to deal with individual principles of corporate social responsibility and to map out the present situation in Slovakia. Th e object of practical part was to analyse the implementation of principles of corporate social responsibility in food industry. Th e main part is focused on the evaluation of the survey of corporate social responsibility conducted among companies in Slovakia.

Corporate Social Responsibility (CSR) is the ethical behaviour of business organisations/companies for the upliftment and welfare of society. The core issue of CSR activity is "doing good to do well" and "society at large should be served". Its motto is "Bahumukhi Vikas" (multi-dimensional development)-underscoring people, planet and profit. For the sustainability of a state/community, CSR funding is significant and pivotal. Bihar, situated in the eastern part of India, is the third most populous state. It has an ancient and rich history. But with regard to CSR activities, the low CSR funding in the state and the lack of corporate investment are significant problems as well as vital hindrances in improving the lives of the people. In the above context, the present study intends to draw attention towards this major problem and emphasises the point that enhanced CSR funding can help improve the lives of the people of the state. This study has also attempted to conceptualise CSR, compare CSR funding in Bihar with other states, plead for the equitable distribution of CSR funds and suggest measures to attract CSR funding in the state of Bihar.

Corporate social responsibility (CSR) practices have shown evidence of success in marketing and business outcomes, even during financial crisis periods and in the context of small businesses. This paper presents a case study of a small company producing digital albums that launched a digital communication campaign aiming to increase the habits of taking and printing digital photos. The campaign also aimed at creating a more positive image about Portugal's future in a financial crisis context and increasing tourism activities and a sense of national self-esteem among people. The campaign 'Portugal, the best destination' invited everyone in Portugal to show the country as a tourist destination of excellence, participating with photos that would be added to the largest photo book recognised by The Guinness World of Records. The buzz created by such a low budget campaign solved the organisation's lack of awareness and the lack of photography printing routines among consumers, while bringing a Portuguese sense of pride and helping create an external public opinion about the country.

Hoje é indiscutível a necessidade de as organizações incorporarem o desenvolvimento sustentável ou, pelo menos, minimizarem os impactos causados no desenvolvimento de seu processo produtivo. É vital, para as organizações, a realização de ações que evidenciem a sua parcela de contribuição para com o meio social. Diante disso, as estratégias de marketing nas organizações vêm procurando desenvolver ações voltadas à satisfação de seus clientes, despertando novos desejos nas necessidades já existentes e atendendo-os com o maior nível de qualidade possível em todos os processos. Entretanto, isto não tem sido o suficiente, pois os consumidores têm exigido mais: querem organizações comprometidas com o bem-estar social da sociedade. Com a acirrada concorrência no mercado, as organizações buscam diferenciais essenciais que garantam a sua vantagem competitiva sobre as demais organizações. Tendo em vista tal cenário, a administração conta com uma ferramenta que traz benefícios a todos os envolvidos no processo, que é o Marketing Societal, em que a organização investe no social, provisionando um retorno de resultados para a organização.

Digital marketing, placed on the application of the Internet and digital tools, is one of the means to achieve business sustainability, as well as competitive advantages in the market. This paper presents the basis of the concept of digital marketing, as a new phase in the development of marketing, and its connection with the concept of sustainability. This paper aims to point out how much impact digital marketing can have on business sustainability and the creation of positive business outcomes, shown through the example of Unilever and its Dove brand. The paper analyses the digital marketing activities that this company has undertaken in the development of its Dove brand, which has resulted in its successful positioning in the market, as a brand that is sustainable and socially responsible on the one hand, and profitable on the other.

Although marketing and design are considerably interrelated and interconnected concepts, there are few practical frameworks to establish collaborations between these two disciplines. This paper introduces the 'Felicitous Design Concept' as a framework which can take advantage of the synergy between existing theories, in particular, Societal Marketing and Persuasive Design. It aims to represent the way that marketing and design cooperate on multiple realms including product, process and strategy.

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The purpose of this paper is to explore how the corporate social responsibility (CSR) contributes to value creation in the banking industry, and during periods of financial instability. Understanding the key elements of CSR contributes to the fulfillment of the principles of this concept and to the increase of market share, profit and advancement in bank rankings. The present research will be based on the current situation in Romania, being developed a model of CSR applied in Romanian banks. Being in a time of economic instability, the banking industry must make efforts to maintain equilibrium in the financial market. This research can help bank managers to understand what activities to do in the benefit of customers and the community, in order to move towards a sustainable directive. At the end of the research, the findings are presented and the imperatives of the topic discussed.

Background and Objectives: Presently world is facing Corona virus disease pandemic. This disease was first identified in Wuhan city of China which spread rapidly to more than 200 countries including India. Rajasthan is a state affected badly with this disease. So this present study was conducted to find out the status of COVID-19 in state and to find out the effects of containment measures taken. Materials and Methods: This record base case series type of study was conducted from reports received of confirmed COVID-19 cases and reported to the IDSP, DMHS from March 2nd 2020 to May 25th 2020, from various reporting units of Rajasthan. Desired information's were collected, compiled and analyzed. Interpretation and Conclusion: There were 7351 laboratory-confirmed case including 4061 recovered cases and 166 deaths. Recovery rate and Case Fatality Rate were found 55.24% and 2.26% respectively. (2.4%) reported. Although patients of all ages were affected with this disease but majority (81.99%) were in 16-60 years of age group. In these positive cases male predominance was also observed with M:F ratio 2.11. Majority of district of Rajasthan were affected with this pandemic having about half of cases in three districts v.i.z. in Jaipur, Jodhpur and Udaipur districts. Average Doubling time has increased from 4 days to 18 days as a result of containment measures undertaken in Rajasthan. So these containment measures like social distancing, masking, washing hand frequently etc. Should be taken care of even after lockdown to prevent the COVID-19 infection.

The European Green Deal creates a framework for sustainable business and for the implementation of new models of business and service provision. Sustainable business promoted by the European Union is determined by the enforcement of common measures in all EU member states. The paper aims to clarify a new business model, namely a sustainable business model, adopted by business companies which incorporate sustainability into the management and management systems of the company and make managerial decisions with regard to the protection of human rights and the protection of the environment. By using scientific methods such as a systematic analysis of valid legislation framework of sustainable business, a survey of factors influencing sustainable business, synthesis of acquired knowledge, and the comparison of acquired data, the authors formulated recommendations regarding sustainable business. A key aspect of sustainable business is the business environment, based on the principles of fairness, transparency, environmental sustainability, decent work and human dignity. Sustainable businesses are a benefit to the economy of each EU member state and a source of growth and employment. The benefit of the paper is to highlight of the EU activities, promoting sustainable development and the transition of economies and business companies to sustainability.

Iklan televisi masih menjadi acuan utama bagi sebagian besar perempuan untuk memilih dan mendapatkan infrmasi tentang produk perawatan tubuh di Indoensia. Hampir semua produk perawatan tubuh untuk wanita disajikan dalam iklan televisi. Televisi pula yang membentuk konsep cantik yang kini banyak diikuti oleh perempuan. Berdasarkan uraian di atas, masalah yang diangkat pada penelitian ini yaitu bagaimana perempuan mempersepsi iklan produk perawatan tubuh serta bagaimana prosesnya. Ada pun subjek penelitian ini adalah perempuan di Kota Surakarta dengan pertimbangan aksesibilitas. Untuk menjawab pertanyaan tersebut. Peneliti menggunakan metodologi penelitian kualitatif. Adapun metode yang digunakan adalah deskriptif kualitatif. Selanjutnya pengumpulan data digunakan metode wawancara mendalam (indepth interview). Dengan menggunakan teknik purposive sampling diperoleh 17 orang informan penelitian. Untuk validitas data diuji melalui teknik triangulasi sumber (data) dan analisa data menggun...

Although marketing and design are considerably interrelated and interconnected concepts, there are few practical frameworks to establish collaborations between these two disciplines. This paper introduces the 'Felicitous Design Concept' as a framework which can take advantage of the synergy between existing theories, in particular, Societal Marketing and Persuasive Design. It aims to represent the way that marketing and design cooperate on multiple realms including product, process and strategy.

This paper deals with the reflections on the problems involved in the marketing of health care services. There are a number of particularities and limitations requiring a creative approach to the application of marketing to health care organizations. The first part of the paper summarizes theoretical contributions on specific characteristics of services marketing in health care. Exploratory research of the perceptions among surgeons of health services marketing, which is described in the second part, provides a useful insight into the possibility of applying marketing to specialist surgical services. Research was conducted among general surgeons employed at Croatian public health care organizations. Results show a discrepancy between the awareness Prof. dr. sc. Đurđana Ozretić Došen

Although marketing and design are considerably interrelated and interconnected concepts, there are few practical frameworks to establish collaborations between these two disciplines. This paper introduces the 'Felicitous Design Concept' as a framework which can take advantage of the synergy between existing theories, in particular, Societal Marketing and Persuasive Design. It aims to represent the way that marketing and design cooperate on multiple realms including product, process and strategy.

Globally, business organizations are striving to at least meet customers' expectations or go beyond in their business transactions. This is made necessary by the fact that the quality of any organization's products or services is predicated on the extent to which they meet or surpass customers' expectations. This premise resulted in the crafting of quality standards that are legally enforced at government and corporate levels world over. Internationally, the ISO 21000 quality standards are observed by many countries including Zimbabwe. The corporate Zimbabwe Open University (ZOU) is on record for its enduring efforts towards quality service delivery. Quality Assurance and Control are an integral part of the University's Cooperate Strategy. The University seeks to achieve world class university standards in all of its sub-processes with the prime aim of delighting its stakeholders (ZOU, Quality Policy Procedure Manual, 2013). Several researches were carried on ZOU sub-processes like the quality of tutorials and student services. Little research was carried out on the quality of the teaching-learning inputs the University avails to its tutors. This gap gave birth to this study. The study established that the ZOU Bulawayo Education Department was generally doing well in the orientation sub-process, distribution of modules, and the dissemination of information to tutors. Nevertheless, weaknesses were noted in the following subprocesses; the provision of instructional media and technology, orientation of tutors in on-line assignment marking and orientation in the use of Library and Information Services.

Corporate social responsibility (CSR) practices have shown evidence of success in marketing and business outcomes, even during financial crisis periods and in the context of small businesses. This paper presents a case study of a small company producing digital albums that launched a digital communication campaign aiming to increase the habits of taking and printing digital photos. The campaign also aimed at creating a more positive image about Portugal's future in a financial crisis context and increasing tourism activities and a sense of national self-esteem among people. The campaign 'Portugal, the best destination' invited everyone in Portugal to show the country as a tourist destination of excellence, participating with photos that would be added to the largest photo book recognised by The Guinness World of Records. The buzz created by such a low budget campaign solved the organisation's lack of awareness and the lack of photography printing routines among consumers, while bringing a Portuguese sense of pride and helping create an external public opinion about the country.

Penelitian ini bertujuan pada produk kecantikan yang peduli dengan isu “ be cruelty-free ” yang berarti perusahaan tersebut tidak mengujikan produknya pada hewan. Penelitian ini menggunakan metode kualitatif deskriptif dengan instrumen wawancara. Responden wawancara dipilih secara purposive sampling dengan syarat bahwa responden berumur 17-35 tahun, pengguna Instagram, dan sudah menggunakan produk kecantikan selama kurang lebih 1 tahun. Hasil menunjukkan bahwa Instagram menjadi media sosial yang diakses hampir setiap hari, baik untuk mencari hiburan, sekedar mengisi waktu, maupun mencari informasi. Terdapat kemungkinan isu “ be cruelty free ” diketahui melalui Instagram. Isu “ be cruelty free ” dapat dikemas secara kreatif menjadi informasi yang menarik perhatian, mudah diakses, dan menjadi topik diskusi di Instagram. Selanjutnya, “ be cruelty free ” memberikan kesan positif yang menunjukkan kepedulian perusahaan pada kesejahteraan hewan dan dampaknya pada keseimbangan lingkungan da...

Jaipur was epicenter of Covid19. Some areas in Jaipur had very high cases of Covid19. This was a very difficult time. The medical team took very important steps. Their leadership and their team work enabled proper handling of the crisis. The case study documents their first hand experiences and how they took important decisions.

The corporate sector is one of the most important contributors to the global emissions of carbon dioxide and other greenhouse gases. According to a representative public opinion survey 34% of Hungarian citizens believe that corporations are responsible for climate change. The business sector is motivated to take an active role in the mitigation and adaptation of climate change. As a result, the last few decades saw a marked increase in corporate measures aiming at the reduction in greenhouse gas emissions, as well as other initiatives to tackle climate-related problems which result in numerous social issues. The aim of this paper is to assess whether Corporate Social Responsibility (CSR) can be applied as a tool in agribusiness fostering steps towards the implementation of the climate-oriented and sustainable agriculture in Hungary. The research makes an effort to explore the role and opportunities of the Hungarian agricultural sector in adapting to climate change, it also examines the extent of the mitigation and adaptation activities appearing in the CSR portfolio of the companies and what specific measures are taken to realize them. The results of the evaluation show that climate-oriented CSR activities of the companies are relatively undeveloped, but businesses are working to reduce the impact of climate change on the usage of exercising adaptation strategies. There are several actions that can help to reduce vulnerability to the consequences of climate change in the agriculture sector. The results can support not only companies but other decision-makers decisions in climate-oriented CSR activities in agribusiness.

This study provides an insight into the perceptions and attitudes of Maltese consumers with regards to companies that conduct societal welfare activities. This study researches the extent to which CSR produces positive perceptions from its customers and its influence on their purchasing behaviour. Consumer perceptions were measured by means of setting up two scenarios which presented participants with two opposing levels of CSR activity by firms. This experiment was conducted online, with the use of questionnaires. The results that were produced from this study showed that customers generally produce positive perceptions towards firms that conduct CSR activities. They also highlight three main concerns that they deem to be most important above all others; societal and environmental concerns, and the fair treatment of employees. On the other hand, the study provided evidence that suggests that whilst CSR produces a positive perception, it does not influence their willingness to purchase products. CSR does not entice consumers as a standalone factor, but must be incorporated into the firms offering that includes both quality products and fair pricing. There are two main limitations that must be taken into consideration. Firstly, the study was conducted using online means only, notably social media. This means that the offline segment of the population was not exposed to the survey. Secondly, not all the individuals who took part in the study were aware about the meaning of CSR, providing a certain level of unreliability to their responses. There is little known about the perceptions of consumers on CSR in Malta, and much more needs to be done to understand the implications of conducting societal welfare activities. This study provides an initial insight into this topic, allowing firms to assess the potential benefits of CSR.

In the last four decades quite a lot of scientific studies have been published about those dangerous signs which threaten the future of our world. These manifests have only slightly affected the field of marketing; no paradigm shift has taken place. The first part of the paper deals with climate processes threatening the environment and the everyday life of the population, and which may be important in shaping the future of marketing. There is a strong relation between climate change and consumerism enforcing the research about the responsibility and sustainability of consumption. The second part of the study tries to outline those possible new trends in the theory and practice of marketing which are necessary to meet the changing environmental needs.

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Resumo Analisar o papel social das empresas dentro da orientação do marketing societal é objetivo deste estudo. A adoção das ações sociais são enquadradas dentro dos conceitos de marketing social e marketing de causas sociais, como uma atividade estratégica que busca estabelecer um novo relacionamento entre as empresas e a sociedade. Nessa visão ampliada do marketing, a parceria e os benefícios mútuos entre ambas contribuem positivamente para o novos requisitos mercadológicos da atuação empresarial que são: gerar lucro, proporcionar satisfação aos consumidores e atender os interesses públicos. Para avaliar se os conceitos teóricos condizem com a percepção empresarial, foi realizado realizada uma pesquisa qualitativa, envolvendo 42 empresários da região de Campinas/SP. O estudo apontou a consciência dos empresários para a questão social e que a prática da cidadania corporativa agrega valor à marca, podendo ser um diferencial competitivo. Apesar do interesse demonstrado, as empresas pesquisadas não dispõem de pessoas para desenvolver ou buscar alianças para o desenvolvimento de projetos focados em causas sociais, fato que restringe a adoção do marketing de causas sociais pelo grupo estudado.

A Zimbabwean university recently introduced a Virtual and Open Distance Learning (VODL) programme to train science teachers to deal with the critical shortage of science teachers in one province. Thirty percent of the students withdrew from the programme within the first year. The study sought to determine the students' coping strategies for challenges experienced by the seventy percent who remained in the programme. Questionnaires and focus group discussions were used to collect information from a random sample of 98 students. Quantitative data were analysed using descriptive statistics while responses from the focus group discussions and open-ended questions were manually coded, interpreted and merged into themes. Results indicated that students faced financial problems, inadequate resources and overwhelming material intended to be covered in a relatively short period of time. Though the majority of the students have a commitment to attain a professional teaching qualification, a significant number have not developed effective coping strategies. To reduce the attrition rate of the programme, the institution needs to develop a robust learner support system, invest in training lecturers in ODL methodologies and intensify involvement of the Ministry of Education, Sport, Arts and Culture in the programme.

PurposeThe purpose of this paper is to investigate the irrevocable role of cause-related marketing (CRM) and its research imperative, exploring its contemporary insights in and across international markets, toward scholarly and executive application.Design/methodology/approachThis research is theoretical and it compiles and interrelates, in a multiperspective fashion, significant extant works in the field; focusing on how established and emergent variables and constructs can be leveraged, in order to develop insights into what does and does not work in international CRM.FindingsExtant works on international CRM still present significant gaps pertaining to key questions. Furthermore, true understanding of CRM stems from comprehending consumers, both individually and collectively; and both their underlying and contextual motivators, factors and forces. This calls for a multiperspective and cross-disciplinary approach to CRM to that weaves in contextual (sociocultural, etc.) elements t...

This paper focuses on the web-marketing strategies adopted by the Italian Speciality Wineries (ISWs). The case study concerns a sample of 272 high quality wineries that have been selected to help investigate the level of Internet marketing in use. An analysis of the existing web-sites has been conducted through an adapted 7Cs model. The 7Cs model data analysis has been developed both at a univariate and a multivariate level. The entrepreneurs perception of Internet marketing has been analysed through a specific questionnaire. The results obtained were used in creating a web-marketing strategies map of the ISWs. The strength and weakness factors of the web-marketing models and the expected future developments of these wineries are shown in the paper.

Clasificación de la mercadotecnia. producto, necesidad, demanda y deseo.
clasificación del marketing: internacional, social, multinacional, global, domestico y de exportación.
factores que influyen :culturales, sociales, personales y psicológicos
Comportamiento del consumidor

As of the date of the study, 6.2 million deaths occurred worldwide due to Covid-19. Reasons such as the rapid
spread of the disease, high mortality rates, and inability to obtain clear information about the disease have caused
changes in daily life routines. Individuals did not move on their behavior under normal circumstances, even in
periods when countries did not have restrictions and prohibitions. One of these changes is the rate of use of health
services. With the introduction of Covid-19 into our lives, the rate of going to the hospital for individuals has
decreased significantly. In this context, the aim of this study is to reveal the change in the level of people's demand
for healthcare during the pandemic. For the research, the archive data of the number of patient admissions obtained
from the secondary and tertiary healthcare institutions in Sivas between 01.09.2019 and 11.03.2021 were used and
the changes in the healthcare demand corresponding to the same period on the basis of years were evaluated on
the basis of gender, health insurance, age, and departments. Total hospital admissions in September-March 2021
(essential outpatient clinics such as Covid-19 suspicion and oncology outpatient clinics were excluded) were
around 46% lower than the total number of hospital admissions in September-March 2020. The decrease in
pediatric emergency admission is around 66%. Such a significant decrease makes us question the rational behavior
of individuals in their healthcare demands under normal circumstances. It is thought that the study will benefit
multidisciplinary fields such as health economics, health services planning, sociology, marketing, and insurance.

The Companies Act, 1956 is replaced with The Companies Act, 2013 and 'corporate social responsibilities' (CSR) has been made mandatory for a particular class of companies. There has to be an all inclusive growth of the society with the growth of the companies. Perhaps keeping this in mind, Indian law makers brought this law. This research paper focuses on to understand the issues and challenges of corporate social responsibility. It has been very well understood by organizations that Government alone will not be able to succeed in its endeavor to uplift the down trodden society further compulsion of Corporate Social Responsibility (CSR) has filtered the myth that the ultimate goal is not profit making, rather trust building is viable and assert able with societal relationship and only long term survival mantra for any organization. This article tries to analyze the study of Corporate Social Responsibility (CSR) status in India, and it further provide an insight to what extent companies can follow the Corporate Social Responsibility (CSR). We would try to through light on Corporate Social Responsibility (CSR) of Indian organizations which would be helpful for both economic and social interest. Index Termsconcept of Corporate Social Responsibility (CSR), issues and challenges. ________________________________________________________________________________________________________ I. INTRODUCTION The significance of CSR emerged considerably in the last decade and is becoming an increasingly important activity to businesses nationally and internationally. Over the time, CSR stretched to both social and economic interests and also broadened to cover social as well as economic interests. Companies now become more transparent in accounting and other activities due to pressure from the various interest groups of the society. It is mandatory for companies to behave in ethical and responsible manner towards the various interest groups of the society and environment. Companies started incorporating their CSR projects in their annual reports also. As a mode of implementing human rights, labour and environmental standards Corporate Social Responsibility (CSR) has long been discussed as a possible remedy to the inequalities created and exacerbated by economic liberalization and globalization. It considers that a corporation is not just a self-centered profit-making entity but that the company and its actions are also integral to the economy, society and environment in which they operate (Herrman, 2004) 1 In contemporary socioeconomic scenario the concept of CSR has become widely integrated with business ethic in all parts of the world. The need of CSR is even more urgent in developing countries where economic disparities are more pronounced and both ecology and society are even more vulnerable to human induced environmental hazards. India is a country of magnificent contradictions. The country is widely inflicted with baffling economic disparity among urban, semi-urban and rural populace. Market based economic practice has further widened the scope of inequalities in the country. The emerging business culture of profit and competition has more and more marginalized social welfare issues such as, health, education and social security for the vulnerable section of the society into merely a peripheral pursuit. Objectives of the paper: i) To present the key issues of Corporate Social Responsibility. ii) To present the challenges of Corporate Social Responsibility. Research Methodology: This research paper is an attempt of exploratory research, based on the secondary data sourced from journals, magazines, articles and media reports. Looking into the objectives of the study the research design employed for the study is descriptive research design. This research design was adopted to have greater accuracy and in depth analysis of the research study. Secondary data have comprehensively used for the study. Information from different news articles, Books and Web sources are used which are recorded and enumerated. Meaning and Definition of Corporate Social Responsibility CSR and business ethic focuses primarily on capacity building, empowerment of communities, more inclusive socioeconomic growth, environment sustainability promotion of environmentally benign and energy efficient technologies, development of underdeveloped regions, and upliftment of the marginalized and underprivileged sections of society (REC,2013) 2. Generally, CSR means that corporation and businesses in general while working on their main goal of maximizing their shareholders' profit should also keep in mind the societal concerns and needs and act responsibly towards the society in which they operate (Melikyan,2010) 3. World Business Council for Sustainable Development has defined CSR as ''the commitment of business to contribute to sustainable economic development, working with employees, their families, and the local communities''.

At its heart, cause-related marketing (CRM) is a natural extrapolation of the core marketing philosophy, as it has developed over the decades and has been applied in the societal context. And while one may misconstrue CRM as the ultimate philanthropic tool, he/she would probably be wrong because mere philanthropy is unidirectional and, by nature, economically unbalanced. Contrariwise, CRM is not a philanthropic tool, but a business one. And though this may be perceived in a more cynical context, it is, in fact, a concept that allows true exchange of values between its primary stakeholders (the organization, society and consumers). It is, thus, multidirectional and inherently economically balanced, which ensures viability, notional sustainability and, ultimately, long-term application with multiple benefits to multiple parties. CRM, therefore, far more than a fashionable term of contemporary business, is a notion, concept, philosophy and practice whose irrevocable presence within and adjacent to marketing needs to be studied, understood and developed. International marketing applications of CRM, especially, like other marketing concepts and practices, cannot be viewed as simply an extension of local ones, but at a grander scale. And this is particularly true for CRM, whose value exchange is based on the collective consumers' societal sensitivities, on the one hand; and on the other, on the individuals' perception of affective reward gained through the process. Taking things from their historical start, while profit and other financial metrics such as return on investment and growth remain important concerns for many firms (Duarte and Silva, 2018), social and environmental aspects of doing business, especially in the international business context, have recently been gaining increased attention (Chen and Huang, 2016). The galloping globalization and intensely competitive business environment have driven organizations to search for unique ways (Vries and Duque, 2018) that will enable them to connect more closely with the customers (Kull and Health, 2016). And a key to achieve that is perceiving the world as one of networked connections, with consumers who are no longer isolated individuals and who are connected not simply at the practical/finctional level, but also at the affective and societal one (

Sustainable Marketing strategies are unavoidable for 21st century businesses. Companies have started investing huge amount on these activities. Consumers do expect companies to adopt sustainable strategies but realizing one’s need is the only drive for any consumer. Thus, there is gap between business sustainability practices and consumers’ expectations. To address this gap, the paper proposes a conceptual framework for sustainability strategies that businesses must adopt. The proposed framework can be an important standpoint for businesses to meet consumers’ expectations without compromising business value. The paper identified four major sustainable marketing strategies to be integrated into business practices.

At its heart, cause-related marketing (CRM) is a natural extrapolation of the core marketing philosophy, as it has developed over the decades and has been applied in the societal context. And while one may misconstrue CRM as the ultimate philanthropic tool, he/she would probably be wrong because mere philanthropy is unidirectional and, by nature, economically unbalanced. Contrariwise, CRM is not a philanthropic tool, but a business one. And though this may be perceived in a more cynical context, it is, in fact, a concept that allows true exchange of values between its primary stakeholders (the organization, society and consumers). It is, thus, multidirectional and inherently economically balanced, which ensures viability, notional sustainability and, ultimately, long-term application with multiple benefits to multiple parties. CRM, therefore, far more than a fashionable term of contemporary business, is a notion, concept, philosophy and practice whose irrevocable presence within and adjacent to marketing needs to be studied, understood and developed. International marketing applications of CRM, especially, like other marketing concepts and practices, cannot be viewed as simply an extension of local ones, but at a grander scale. And this is particularly true for CRM, whose value exchange is based on the collective consumers' societal sensitivities, on the one hand; and on the other, on the individuals' perception of affective reward gained through the process. Taking things from their historical start, while profit and other financial metrics such as return on investment and growth remain important concerns for many firms (Duarte and Silva, 2018), social and environmental aspects of doing business, especially in the international business context, have recently been gaining increased attention (Chen and Huang, 2016). The galloping globalization and intensely competitive business environment have driven organizations to search for unique ways (Vries and Duque, 2018) that will enable them to connect more closely with the customers (Kull and Health, 2016). And a key to achieve that is perceiving the world as one of networked connections, with consumers who are no longer isolated individuals and who are connected not simply at the practical/finctional level, but also at the affective and societal one (

Les réseaux socionumériques (RS) ont transformé le rapport des femmes enceintes et nouvellement mères à l’alimentation des nourrissons. Ces dernières investissent ces plateformes (Facebook, Instagram, Twitter) pour obtenir et échanger de l’information ou du soutien, partager leurs expériences et s’engager socialement, notamment sur l’alimentation des nourrissons (allaitement et préparation). Les RS peuvent ainsi s’appréhender comme les dépositaires de voix diverses, qui s’expriment de multiples façons (textes, images, vidéos), aux intensités variables. Notre analyse des voix porte sur les réactions des utilisatrices sur Facebook et Instagram (740 commentaires) à la suite de la publication d’un billet de blogue rédigé par une influenceuse québécoise en partenariat avec une entreprise qui commercialise des préparations pour nourrissons. Dans un contexte où l’allaitement est recommandé par les autorités de santé publique québécoises, comment ce type de partenariat est-il accueilli? Que...

The purpose of this paper is to explore how the corporate social responsibility (CSR) contributes to value creation in the banking industry, and during periods of financial instability. Understanding the key elements of CSR contributes to the fulfillment of the principles of this concept and to the increase of market share, profit and advancement in bank rankings. The present research will be based on the current situation in Romania, being developed a model of CSR applied in Romanian banks. Being in a time of economic instability, the banking industry must make efforts to maintain equilibrium in the financial market. This research can help bank managers to understand what activities to do in the benefit of customers and the community, in order to move towards a sustainable directive. At the end of the research, the findings are presented and the imperatives of the topic discussed.

Although marketing and design are considerably interrelated and interconnected concepts, there are few practical frameworks to establish collaborations between these two disciplines. This paper introduces the 'Felicitous Design Concept' as a framework which can take advantage of the synergy between existing theories, in particular, Societal Marketing and Persuasive Design. It aims to represent the way that marketing and design cooperate on multiple realms including product, process and strategy.

This article is the first to consolidate the state of scholarly research on stakeholder engagement in innovation management and entrepreneurship development. We hereby systematically review the relevant literature published over the past 27 years, and we integrate the various prominent research perspectives into a preliminary, multi-dimensional and integrative framework of stakeholder engagement; thus, interlinking the antecedent role of stakeholder engagement for innovation management and subsequent entrepreneurship development. Through this methodologically systematic review and framework development, we provide a more comprehensive and deeper understanding of the interaction between entrepreneurs and the various stakeholders, for enhancing innovation management and entrepreneurship development. In so doing, we consequently identify various research gaps and prescribe effective avenues for future works in this research stream. Conclusively, we discuss the implications of the stakeholder management perspective for the theory and the practice of entrepreneurship.

O presente artigo aborda a responsabilidade social empresarial focada no conceito do desenvolvimento sustentável. O objetivo proposto consistiu em analisar o posicionamento da empresa O Boticário frente ao desenvolvimento sustentável, com ênfase na responsabilidade social e ambiental, bem como o impacto de suas ações frente à sociedade. O procedimento técnico da pesquisa é classificado como estudo de caso, dentro de uma abordagem qualitativa. O instrumento de coleta de dados foi uma entrevista semi-estruturada individual, com seis gerentes da organização. A relevância deste trabalho reside na abordagem de um tema de vital importância para o futuro da humanidade, ameaçada pelos despropósitos do próprio homem.

The Higher Education Institutions (HEIs) in Lebanon have been heavily impacted since the COVID-19 pandemic outbreak. The majority of the institutions had to react to the sudden decision to go online. In fact, they had to develop unplanned E-learning programs to assure the academic year’s survival. In Lebanon, the Ministry of Education & Higher Education (MEHE) has ordered all educational institutions, public and private, to stop physical learning and start implementing E-learning through various online platforms. Because of Lebanon’s unprepared infrastructure, students in universities struggled to continue their studies and to keep pace with others who have better situations. The purpose of this study is to assess the factors that may impact the success of E-learning in Lebanese universities and that affect students’ satisfaction in adapting to this unplanned phase. The study is quantitative, explorative, descriptive and causal. A questionnaire was designed to collect primary data f...

Revista da FAE Resumo Este artigo explana a relação de construção de marcas em três empresas de Administração Pública com o uso do marketing social e societal. Para tanto, utiliza a pesquisa de caráter descritivo, analisando ações de marketing realizadas pelas empresas Copel, Itaipu e Sanepar, escolhidas por sua representatividade no Estado do Paraná. Para atender ao objetivo proposto, foi analisada a atuação dessas empresas públicas, a fim de verificar como organizações de Administração Pública podem obter benefícios com ações de marketing social e societal. Ao término fica enaltecida a importância de se trabalhar o marketing social e societal alinhado às estratégias de gestão das empresas, podendo resultar na construção de marcas fortes, mesmo a longo prazo. Palavras-chave: marketing societal; marketing social; administração pública; construção de marca.

L’allaitement maternel est promu par les organismes de santé publique tant québécois qu’internationaux, qui le considèrent comme le meilleur mode d’alimentation pour l’enfant. Cependant, un peu plus d’un couple québécois sur quatre choisit une autre option d’alimentation. Cette étude vise à décrire et à comprendre l’expérience des pères dont l’enfant n’a pas été allaité ou a été sevré de façon précoce. Vingt-huit pères décrivent trois trajectoires de décision et les effets de l’alimentation artificielle sur leur rôle, la vie familiale et le soutien professionnel reçu. Les pères ressentent en effet une pression sociale d’alimenter l’enfant au sein, notamment de la part des professionnels de la santé.

A gazdasagi tevekenysegek folytatasahoz kapcsolodo jogi, etikai kerdesek regota foglalkoztatjak mind az elmeleti kutatokat, mind a gyakorlati szakembereket is. Az elfogadott normak időről időre valtoznak, az erintettek uj dimenziokat emelnek be a velemenyek, magatartasi keretek kialakitasa, formalodasa soran. Az uj iranyzatok, megkozelitesek integralasa azonban nem egyszerű sem az elmeletalkotas, sem a gyakorlati megvalositas szempontjabol, mivel a mar meglevő gondolati es magatartasi strukturak megvaltoztatasi kenyszerevel jarnak. A CSR fogalma talan az eddigieknel joval erőteljesebben honosodott meg az uzleti szaknyelvben, de definialasa, elmeleti szintezise a kapcsolodo fogalmakkal es mindezek gyakorlati megvalositasa jelenleg meg meglehetősen divergens. Az előadas soran arra teszunk kiserletet, hogy attekintsuk a CSR szakirodalmi ertelmezeset es meghatarozzuk a lehetseges kapcsolodasi pontjait a jelenleg elfogadott marketing fogalmi strukturakhoz. / === / Both theorists and prac...

Advertising overload. Communication overload. Information overload. We are now in an era where companies are increasingly finding it hard to get messages through to target audiences. This overload of advertising, communication, and information makes it difficult for audiences to pay attention to all these messages-they are roughly all sending the same message. But what might make a company's message stand out in this overload? Good companies; that is, companies that link up with good causes or promote sustainable products/services/ideas. The articles put together for this special issue mainly deal with matters relating to Societal Marketing, in industries varying from Tourism, to Sports, to Wine, and in an international context with research carried out in Thailand, Italy, Portugal, and Greece. The first article by Teerakapibal explores the causal relationship between tourism expansion and exports growth and sustainable tourism using Thai macroeconomic data and specifically utilized international tourist arrivals data published on the Thai Ministry of Tourism and Sports website. For this investigation the author estimated a series of bivariate Vector Autoregressive (VAR) models and conducted Granger causality tests in order to investigate the short-run equilibrium relationship between international tourist arrivals and export volume. The findings showed that tourism marketing programs can be used to induce international trade growth, but also that exports promotion programs are an alternative means to reinforce tourism industry development. The conceptual article presented by Susnien_ e and Zostautiene explores corporate social responsibility development opportunities from the marketing culture perspective with an aim to contribute to the understanding of the role of marketing culture elements. As corporate sustainability and social responsibility research highlight new challenges and opportunities for businesses, the research focuses on the company's ability to practice socially responsible initiatives from a corporate and marketing culture perspective and create new opportunities for operations, management, and marketing. Their investigation resulted in a framework that suggests marketing culture is a precondition for CSR development. Loureiro and Kaufmann examine the antecedents and consequences of affective commitment toward recycling and environmental preservation. Their study hypothesized that individuals whose recycling and environmental preservation has great meaning for their inner self and a positive influence on the way others see

Societal Marketing plays a positive role in preventing the use of illegal drugs and addictive substances. There is a dire need to strengthen the role of ethical advertisers and public service announcements, for creating a pattern of responsible consumer behavior, while regulatory measures are required to discipline the industrialists and marketers against their negative role. This study examines historical backdrop and looks in particular at the Surgeon General's Report on Preventing Tobacco Use Among Young People as a case in point. Marketers are experts in understanding behavior. If prevention educators are able to better understand behavior, and have a better understanding of the marketing principles used the influence it, then they will be better equipped to effect change.