Revisiting the Concept of a Societal Orientation: Conceptualization
and Delineation |
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Authors: | Gi-Du Kang Jeffrey James |
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Institution: | (1) School of Business Administration, Soongsil University, 511 Sango Dong, Dongjak-Gu, Seoul, 156-743, Republic of Korea;(2) Department of Sport Mgt., Recreation Mgt., & P.E., Florida State University, 110 Tully Gym, Tallahassee, FL 32306-4280, USA |
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Abstract: | Marketers have traditionally evaluated products and practices on the basis of whether something could be sold. It is also important to evaluate products and practices from a societal perspective, “Should a product be sold?” The first idea reflects a managerial orientation and what must be done to sell a product; the second idea reflects a societal orientation and the impact of selling a product. In relation to the second idea, the societal marketing concept was introduced in 1972. There has been little advancement in our understanding of a societal orientation since that time. The current study presents a conceptualization of a societal orientation based on a review of literature and qualitative interviews. The construct was conceptualized as “attention to the long-term well-being of individuals and society at large by enhancing positive impacts from and reducing negative effects associated with production and consumption of a product.” Five domains comprising a societal orientation are proposed: physical consequences, psychological well-being, social relationships, economic contribution, and environmental consciousness. |
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Keywords: | business ethics quality of life social responsibility societal orientation societal marketing corporate citizenship |
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