企业社会责任研究的前沿评述

随着企业内部与企业外部相关各方对企业履行社会责任的日益重视,学术界对于企业社会责任的研究也在不同的方向展开。第一个阶段主要讨论了企业是否应该承担社会责任和企业应该承担什么样的社会责任,第二个阶段主要讨论CSR对企业的作用,包括企业承担社会责任的效果和企业应该如何承担社会责任。     

论企业的社会责任

企业社会责任的本质是在经济全球化背景下企业对其自身经济行为的道德约束,它既是企业的宗旨和经营理念,又是企业用来约束企业内部包括供应商生产经营行为的一套管理和评估体系。企业在追求利润最优化、充分考虑利益相关者的利益的同时,必须从整体上考虑“价值更大化”的问题,“价值更大化”应是企业发展的总目标,更应是企业共同的信念和追求。     

The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment

This research relied on a field experiment involving a real-world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world is not only less pervasive than has been previously acknowledged but also more multifaceted than has been previously conceptualized. The findings indicated that contingent on CSR awareness, which was rather low, stakeholders did react positively to the focal company not only in the consumption domain but in the employment and investment domains as well. Stakeholder attributions regarding the genuineness of the company’s motives moderated these effects. Sankar Sen (sankar_sen@baruch.cuny.edu) is a professor of marketing at the Zicklin School of Business, Baruch College, City University of New York. He received his Ph.D. in marketing in 1993 from the Wharton School, University of Pennsylvania. His research focuses on consumer decision making. He is interested, more specifically, in consumer reactions to company actions, particularly in the domain of CSR. His research has appeared inCalifornia Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Economic Theory, and others. C. B. Bhattacharya (cb@bu.edu) received his Ph.D. in marketing from the Wharton School of the University of Pennsylvania in 1993 and his M.B.A. from the Indian Institute of Management in 1984. Prior to joining Boston University, he was on the faculty at the Goizueta Business School, Emory University. His specific expertise is in the areas of customer retention and the roles of CSR and organizational identification in designing marketing strategy. He served on the editorial review board of theJournal of Marketing from 2002 to 2005 and has published in journals such as theJournal of Marketing Research, theJournal of Marketing, Journal of Applied Psychology, andOrganization Science. He speaks frequently at many academic and business forums and won the William Novelli Best Paper Award at the Social Marketing Conference in 1997. Dr. Bhattacharya received the 2001 Broderick Prize for Research Excellence at Boston University and the Emory Williams Distinguished Teaching Award in 1995, the highest teaching award at Emory University. He is also part of the select group of faculty members onBusiness Week’s Outstanding Faculty list. Prior to his Ph.D., he worked for 3 years as a product manager for Reckitt Benkiser PLC. He has consulted for organizations such as the Hitachi Corporation, Procter & Gamble Company, Bell South, The Prudential Bank, Information Resources Inc., Airwick Industries, Silo Inc., and the High Museum of Art. Daniel Korschun (danielk@bu.edu) is a doctoral candidate in marketing at Boston University. His current research interests include brand management, CSR, and interorganizational relationships.     

Institutional pressures and marketing ethics initiatives: the focal role of organizational identity

Institutional theory implies that normative societal expectations create pressures for organizations to respond acceptably to important institutional constituents. Although the role of the institutional environment on marketing has been studied, the organizational mechanisms by which firms respond to societal pressures remain under-investigated. We suggest that an important determining factor involves organizational identity, which drives firm response to societal norms and facilitates its quest for legitimacy. Accordingly, this study contributes to organizational theory in marketing by casting identity as the focal mechanism in the firm’s response to the institutional environment. Marketing ethics and CSR issues frame this research given natural synergies with institutional and organizational identity theories and evidence that increasingly, firms must respond to societal expectations involving ethics in their marketing practices. Using game theoretical models and economic experiments, we find that the influence of the institutional environment emerges through firm identity, affecting resource allocation to ethical product augmentation.     

工程腐败道德治理模式下的责任伦理研究

道德治理是一种对工程腐败伦理风险的复合型、整体性的治理模式.它以制度治理在先确立为前提条件,归结于对风险事实回应和担当的责任伦理.在伦理规范的意义上,道德治理模式下的责任伦理是前瞻性责任、过程责任和事后责任的统一,体现了当代中国社会在反腐败巨大挑战面前所应有的一种精神需求与精神气质,这尤其凝聚在“为人民服务”的责任践行中.“为人民服务”构成责任伦理的核心原则.     

基于过程视角的企业社会责任评价指标体系

在分析、评价国内外现有企业社会责任评价体系的基础上,从企业承担社会责任的过程出发,提炼出CSR认知、CSR行为、CSR管理和CSR绩效四个过程构成要素,构建一个完整的企业社会责任管理的理论模型.将四个构成要素作为二级指标,选取22个定量和定性指标作为三级指标,构成过程视角的企业社会责任的指标评价体系,并利用层次分析法设置指标相应权重,为评价我国企业社会责任管理水平提供一种思路与方法.     

Institutionalization of ethics and its consequences: a survey of marketing professionals

Because of increasing ethical problems in business, organizations have tried to control these problems by institutionalizing ethics, such as by creating new ethics positions and formulating codes of ethics. In this study, the authors develop a scale for measuring the institutionalization of ethics in organizations and assess it for dimensionality, reliability and validity. Two separate studies are conducted, both using samples drawn from an American Marketing Association practitioner population. In Study 1, using a sample of 126 marketing practitioners, we performed exploratory factor analysis on 44 institutionalization items resulting in two separate dimensions of the institutionalization of ethics construct: implicit and explicit institutionalization. Using a national sample of 306 marketing practitioners in Study 2, we performed confirmatory factor analysis on these two dimensions and investigated the effects of these dimensions on perceived importance of ethics, job satisfaction, esprit de corps and organizational commitment. Implicit institutionalization had a significant direct affect on all four of these constructs. On the other hand, explicit institutionalization significantly influenced only the perceived importance of ethics.     

社会资本视角下的农村公共产品分类与供给主体责任研究

公共产品分类研究是明确其供给责任的前提,分类研究不足是我国公共产品供给责任不清的重要原因.对公共产品分类研究不仅从理论上全面明确反映了公共产品的内容与特征,而且在一定程度上确定了公共产品供给的主体责任.     

建立健全社会保障制度的重要性

随着我国经济体制改革的不断深入和市场经济体制的确立,建立和健全完善的社会保障制度尤为重要.我国传统的社会保障制度是计划经济的产物,存在着"无法克服的缺陷",不能适应市场经济的需要.现代社会保障制度可以保障市场经济的正常运作和健康发展,保障改革的深入进行和社会的稳定.     

Corporate social responsibility: attributions,loyalty, and the mediating role of trust

This study investigates whether consumers’ perceptions of motives influence their evaluation of corporate social responsibility (CSR) efforts. The study reveals the mediating role of consumer trust in CSR evaluation frameworks; managers should monitor consumer trust, which seems to be an important subprocess regulating the effect of consumer attributions on patronage and recommendation intentions. Further, managers may allay the negative effects of profit-motivated giving by doing well on service quality perceptions. On the other hand, appropriately motivated giving continues to positively affect trust regardless of the performance of the firm on service quality provision.     

Coping with organizational role stress: Intrinsic motivational orientation,perceived role benefits,and psychological withdrawal

Researchers have long recognized that individuals in stressful marketing roles find ways to cope with organizational role stress. This study examines the effects of three psychological coping strategies—intrinsic motivational orientation, perceived role benefits, and psychological withdrawal—in a model of organizational role stress. Results indicate that intrinsic motivational orientations reduce perceptions of role conflict and role ambiguity, and increase job satisfaction; that perceived role benefits positively influence job satisfaction; and that job dissatisfaction is the primary cause of psychological withdrawal. The study supports the importance of coping efforts in models of organizational role stress among marketing personnel. Dr. Keaveney’s research interests focus on retailing issues including retail buyer behavior, retail store image, and retail price promotions. Dr. Keaveney has also published in the areas of marketing organizational behavior, services marketing, and international marketing. She is co-author with Philip R. Cateora ofMarketing: An International Perspective, which has been published both in English and in Japanese. Dr. Keaveney has published articles in theJournal of the Academy of Marketing Science, Journal of Retailing, Journal of Promotion Management, Journal of Marketing Channels, andJournal of Volunteer Administration. Dr. Nelson’s research interests include topics in marketing research, consumer behavior, and advertising. He has published in theJournal of Marketing, Journal of Advertising, Journal of Business Research, Journal of Marketing Research, and serves as occasional reviewer to these publications as well as to theJournal of the Academy of Marketing Science. He teaches courses in marketing management, marketing research, and multivariate statistics.     

儒家法家预防犯罪教育思想及其对现阶段社会犯罪治理的重要意义

中国古代儒家和法家分别提出了利用道德教育和法律教育来预防犯罪的思想，其虽然各有局限性，但经后世各朝将二结合，对预防犯罪起了较大作用，总结儒家、法家预防犯罪教育思想，借鉴我国各朝代预防犯罪教育的经验，对预防和治理我国现阶段的社会犯罪具有重要的意义。     

Managerial,organizational, and external drivers of sales effectiveness in export market ventures

The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export sales management control, export territory, psychic distance, export sales performance, and export sales organization effectiveness. Using a mail-survey approach, data were collected from U.K.-based export sales managers in 146 direct exporters of industrial products. Though certain anomalies are observed, the research findings support many of the hypothesized associations, confirming the robustness of existing sales management concepts and theories in an export-marketing context.

The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards

Firms are uncertain about the value of corporate social responsibility (CSR) reporting, which may involve significant costs. What makes them embark on the initiative? This is the first study to explore the voluntary adoption by companies of the world’s most widespread framework of CSR reporting—the Global Reporting Initiative (GRI). The GRI case is impressive because it achieved its status in mere 10 years. The inquiry focuses on the role of the firm’s institutional environment and identity communicators as drivers of the adoption of the GRI principles as a reputation management tool. The authors use a duration model to test hypotheses with data on 600 top global companies. The findings indicate that competitive and media pressures together with a company’s CSR media visibility and CSR publicity efforts are important determinants of GRI adoption. Also, as the GRI framework becomes more institutionalized, companies pick up more information from prior adopters.     

Social responsibility and personal success: A research note

Views of corporate social responsibility recognize thatindividual decision makers are key to implementing socially responsible programs and that it is difficult to ask executives to act in a socially responsible manner if such actions have a negative impact on personal success. Using a sample of more than 300 advertising executives, the compatibility of social responsibility and personal success are explored by examining the relationship between social responsibility and advertising executives’ incomes and titles. Findings indicate that neither penalties nor rewards accrue to advertising executives for socially responsible actions. Implications for executives wanting their organizations to be viewed as socially responsible are discussed.     

伦理视角下的商法构造--公司社会责任理论基础初探

传统公司法所保护的把追求股东利益最大化作为公司唯一的目标已不符合社会基本的公平、正义的价值目标。重构一部符合中国传统商业伦理精神、商业价值观,使公司承担相应社会责任的现代商法是建立健全社会主义市场经济的需要。     

The effects of downsizing on organizational buying behavior: An empirical investigation

To survive in today’s highly competitive markets, many firms are initiating fundamental changes in organizational form and practice. These restructuring efforts are having significant effects on the organization and management of work within customer firms. However, these important changes have been largely ignored in the extant marketing literature. The research presented in this article first describes a general theory of the effects of organizational downsizing. Then, it examines the potential effects of downsizing on buying center structure and purchase participant characteristics. Findings support several of the hypotheses related to the proposed effects of organizational downsizing on the outcome variables of interest. Jeffrey E. Lewin (Ph.D., Georgia State University) is an assistant professor and Chair, Department of Marketing at Western Carolina University. His research interests include business-to-business marketing, relationship marketing, personal selling and sales management, and organizational buying behavior. His work has been published in theJournal of Business Research, theJournal of Business & Industrial Marketing, Advances in Business Marketing and Purchasing, and other publications. He serves on the editorial review boards of theJournal of Business Research and theJournal of Business & Industrial Marketing and is a reviewer for theJournal of Business-to-Business Marketing, theJournal of Personal Selling and Sales Management, andIndustrial Marketing Management.     

The structure of perceived risk: Some further progress

This study investigates (1) the homogeneity of subjects' perceptions of the relative magnitude of perceived risk for seven product classes, and (2) the component structure of perceived risk, both individually and aggregated, for the same product classes. It is concluded that (1) while it may prove possible and useful to define homogeneous subgroups of consumers generally there is substantial heterogeneity of perception of the relative magnitude of perceived risk across consumers and (2) that the component structure of perceived risk is generally consistent across the seven product classes studied with explained variances being relatively large.     

组织因素与环境因素对企业政治战略的影响:一个研究综述

企业政治战略是企业赢得竞争优势的重要方式,也是战略管理领域的重要研究话题之一。企业政治战略的差异性源于环境因素和组织因素,环境因素是企业政治战略的触发器,组织因素是企业政治战略的过滤器。本文以文献评述的方式探讨了影响企业政治战略的环境、组织因素及其影响机制,从而为我国相关研究提供一点有益的思路与建议。     

When pushing back is good: the effectiveness of brand responses to social media complaints

Conventional wisdom suggests that brands should respond in an accommodative way to consumer complaints. However, this research shows that observers of the communication between complainants and brands on social media may prefer a defensive response under specific conditions. Thus, this study helps managers to find optimal responses to social media complaints, thereby minimizing negative consequences. We introduce a previously unexamined key moderator that takes account of the observer perspective: the benefits sought in the context of a complainant–brand interaction (e.g., brand presences in social media). Hence, we differentiate hedonic from utilitarian contexts and we note the distinct observer benefits and corresponding preferences. A field study and a series of experiments show that a defensive response can be superior in hedonic contexts but inferior in utilitarian ones. We also show how response strategy indirectly affects observers’ behavioral consequences and identify complaint reasoning and brand communication style as relevant boundary conditions.