An ethical framework for the marketing of corporate social responsibility

Citation

van de Ven, B. (2009), "An ethical framework for the marketing of corporate social responsibility", Strategic Direction, Vol. 25 No. 4. https://doi.org/10.1108/sd.2009.05625dad.007

An ethical framework for the marketing of corporate social responsibility

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 4

van de Ven B.Journal of Business Ethics, October (I), 2008 Vol. 82 No. 2, Start page: 339, No. of pages: 14

Purpose – To develop an ethical framework for the marketing of corporate social responsibility (CSR). Design/methodology/approach – Combines virtue ethics and a consequentialist perspective to consider the merits and “perils” of marketing CSR and sets out how to determine whether a firm is a virtuous company using Balmer and Greyser’s AC²ID Test typology of five identity types: actual, communicated, conceived, ideal and desired. Discusses how an organization may formulate its ideal identity and the implications of its ideal identity for the CSR strategy it should adopt (reputation management, building a virtuous corporate brand, and ethical product differentiation). Makes some recommendations for the marketing of CSR. Findings – Argues that from a consequentialist point of view, it is clear that organizations should adopt a strategic approach towards CSR but should not emphasize this strategic approach in their marketing communications since this could have a negative impact on the perceived sincerity of the firm. Notes, however, that from a virtue ethics point of view, if the firm doesn’t refer to the strategic importance of its CSR strategy, it may be seen as “unvirtuous” or lacking in honesty by consumers. Suggests that this paradox can be resolved if the firm differentiates between the motivation behind its CSR policy and initiatives, and the way it chooses to reach the goals it sets out in its policy (just because a firm chooses a strategic approach to CSR does not mean that the motivation behind the strategy is necessarily self-serving). Research limitations/implications – Mentions, briefly, directions for future research. Originality/value – Hopes that this analysis will motivate those chief executives who believe that no communication about corporate social initiatives is best to think again.ISSN: 0167-4544Reference: 38AB587

Keywords: Brand image, Brand strategy, Corporate communications, Corporate image, Ethics, Managerial strategy, Marketing, Social responsibility