Raising the bar: from corporate social responsibility to corporate social performance

Rundle-Thiele, Sharyn and Ball, Kim and Gillespie, Meghan (2008) Raising the bar: from corporate social responsibility to corporate social performance. Journal of Consumer Marketing, 25 (4). pp. 245-253. ISSN 0736-3761

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Abstract

Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social responsibility to corporate social performance (CSP) as a means to assess CSR policies and practices. A harmful product category was chosen to illustrate how corporate social performance using a consumer’s point-of-view can be assessed. Design/methodology/approach – Literature concerned with alcohol knowledge was used to design a survey to consider whether consumers were adequately informed about alcohol. A convenience sample was used to survey Australian adults. A total of 217 surveys were analysed. Findings – Australian alcohol marketers are currently considered socially responsible promoting an 'enjoy responsibly message' amongst many other policies and programs. A shift in view from corporate social responsibility to corporate social performance (CSP) would change the outcome. Consumers are not fully aware of safe consumption levels of alcohol and these data are consistent with US and UK studies. A shift in view would suggest that companies need to revise their policies and practices. Research limitations/implications – This study was based on a small convenience sample that varied slightly from the Australian population. Future studies, on a larger scale, are required to ensure representativeness, while replication in other countries is encouraged. Practical implications – To meet their social obligations, marketers must ensure consumers are armed with sufficient knowledge to make informed decisions. Consumers need to be able to distinguish between safe and risky alcohol consumption levels and they need to know the number of standard drinks/units in alcoholic beverages. Originality/value – The paper shows that there is considerable room for improvement from key players in the Australian alcohol industry.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited in accordance with the copyright policy of the publisher.
Depositing User: Assoc Prof Sharyn Rundle-Thiele
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 05 Aug 2009 12:56
Last Modified: 14 Jul 2014 23:11
Uncontrolled Keywords: corporate social responsibility; corporate social performance; alcohol; alcohol marketing; Australia
Fields of Research (FOR2008): 16 Studies in Human Society > 1604 Human Geography > 160401 Economic Geography
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 90 Commercial Services and Tourism > 9099 Other Commercial Services and Tourism > 909902 Recreational Services
Identification Number or DOI: doi: 10.1108/07363760810882434
URI: http://eprints.usq.edu.au/id/eprint/4533

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