CSR,现代营销战略发展的新趋势——从一个失败的广告实例谈起

企业社会责任(CSR),是近年来一个有着非凡意义和纵深感的课题。企业的社会责任要求企业必须超越把利润作为唯一目标的传统理念,强调要在生产过程中对人的价值的关注,强调对消费者、对环境、对社会的贡献。本文从近期江苏卫视热播栏目《非诚勿扰》中的"香飘飘"奶茶广告谈起,通过对其欠佳之处的分析,得出"CSR是现代企业营销战略选择必须考量的重要指标"这一观点,并探讨现代营销战略将CSR融入营销策略的新趋势。     

CSR and financial performance: complementarity between environmental,social and business behaviours

This article analyses the interactions between various dimensions of corporate social responsibility (CSR) that mediate the relationship between CSR and financial performance. We hypothesize that the absence of consensus in the empirical literature on the CSR–financial performance relationship may be explained by the existence of synergies (complementarity) and trade-offs (substitutability) between the different CSR components. We investigate such relationship using a final unbalanced panel sample of 1094 observations (around 300 firms per year) from 15 countries over the 2002–2007 period. Our results show that responsible behaviours towards employees (human resources dimension) and towards customers and suppliers (business behaviour dimension) appear as complementary inputs of financial performance, indicating mutual benefits and less conflict between those stakeholders. Conversely, responsible behaviours towards customers and suppliers and towards the environment appear as substitutable inputs of financial performance, suggesting more conflict between or over-investment towards those stakeholders.     

现代企业中的企业社会责任价值

近年来,企业社会责任(CSR)成了一个热门话题。从企业社会责任的定义出发,论述了企业社会责任价值,提出了有利于实现企业社会责任的三种措施。     

基于企业社会责任理念的中国劳工权益保护

目前我国企业在追求利润最大化的过程中,出现了一些严重忽视劳工权益保护的现象.本文结合企业社会责任理念阐释我国企业侵害劳工权益保护的行为表现,在分析企业缺乏保护劳工权益意识的原因基础上,提出改善我国企业劳工权益保护现状的建议.     

Microenterprise,Multinational Business Support,and Poverty Alleviation in South Africa's Informal Economy

The authors examine corporate programs that support microenterprise development in Africa. Specifically, the analysis assesses the extent to which local income and sales are affected by Coca-Cola's initiatives to assist South Africa's microenterprise in the retail trade sector. To quantify the impact, questionnaires were obtained from owners of small-scale retail establishments in the country's vast informal economy. Regression analysis is performed on key variables from the survey, testing hypotheses advanced to explain the size of an owner's income and sales. In addition to business development support, the explanatory variables include startup capital, size, and male/female ownership. It appears that business development support has a positive effect on lifting income and reducing poverty for microenterprise owners, after controlling for other influences.     

The CSR's influence on customer responses in Indian banking sector

In the face of growing attention to corporate social responsibility (CSR) activities in the marketplace, this paper seeks to demonstrate how corporate social responsibility (CSR) initiatives influence customer purchase intention in context of Indian retail banking. Further, the impact of awareness as a moderating variable between CSR and purchase intention has been examined. The conclusion drawn from this study have important implications for Indian banks as they suggest that building a socially responsible image might have a favorable effect on consumer purchase intention. Findings suggest that corporate ability has a strong effect on customer purchase intention while CSR activities were found to exert influence on customer purchase intention in cases where the customer was aware of such activities being conducted. This paper contributes to existing CSR literature by offering a deeper understanding into CSR dynamics and its effect on consumer purchase intention. Further, the study tests the level of consumer awareness of CSR activities in a real market situation (not artificial or simulated) which has not been done in previous studies.     

小微型民营企业社会责任践行模式研究

小微型民营企业的社会责任实践缺乏有效的理论和方法指导,学界和业界对此尚未给予应有的关注。本文基于小微型民营企业社会责任实践困境,依据战略管理和利益相关者理论,从企业管理视角提出了以确定对象、明确责任、制定战略、保障实施、评价成效为要素的小微型民营企业社会责任践行模式,以益于探索适合小微型民营企业特点的企业社会责任践行模式,促进小微型民营企业社会责任实践。     

品牌感知、消费忠诚度与企业社会责任预判:由牛乳制品行业生发

基于江苏部分地区牛乳制品消费者的问卷调查,对调查量表各维度进行因子分析、信度与效度检验以及回归分析,实证结果表明:企业社会责任与顾客忠诚度呈显著正相关关系,企业社会责任与品牌信任呈显著正相关关系,而品牌信任对企业社会责任与顾客忠诚度之间的关系起到了中介作用。因此,企业在积极承担社会责任的同时应多关注消费者的品牌感知和评判,着力构建起品牌的信任和忠诚。     

The Effects of Tolerance for Ambiguity and Task Uncertainty on the Balanced and Combined Use of Project Controls

This study contributes to the literature by examining antecedents to different combinations of management control systems. These combinations include combined use, focusing on the absolute magnitude of the project manager's organic and mechanistic control activities, and the balanced use, that is their relative magnitude. It is proposed that project managers' perceived task uncertainty and tolerance for ambiguity have direct and interaction effects on their balanced and combined use of different combinations of project control. Consistent with the hypotheses, the results show negative relationships between high tolerance for ambiguity and balanced and combined use of organic and mechanistic controls. Further, task uncertainty appears to have a direct, significant negative effect on balanced use, but not on combined use. Furthermore, as proposed, a negative significant interaction effect was found. The results were controlled for project size, project type and level of innovativeness.