A framework integrating corporate social responsibility for marketing architectural design firms in developing countries

Abstract

Purpose This paper aims to develop a framework based on corporate social responsibility (CSR) as a novel approach for marketing architectural design firms (ADFs) in developing countries. Design/methodology/approach To achieve this aim, a research strategy consists of literature review and survey questionnaire is designed to accomplish four objectives: first, to examine the concepts of marketing and CSR in construction; second, to investigate the perception and application of CSR as a marketing tool for ADFs in developing countries; third, to develop a framework based on CSR as an approach for marketing ADFs in developing countries; and finally, to outline research conclusions and recommendations useful to government, ADFs and future research. Findings The research highlighted the inefficiency of current marketing strategies in developing countries due to lack of considering community needs, using incomprehensible technical language in communication with clients and misrepresenting the calibers of ADFs. ADFs believe that CSR can play a role in increasing their marketability. This requires governmental involvement and overcoming the barriers of adopting CSR. Originality/value This paper proposed a framework based on CSR as a novel approach for marketing ADFs in developing countries. This ideology has received scant attention in construction literature. The proposed framework represents a synthesis that is novel and creative in thought and adds value to the original body of knowledge in a manner that has not previously occurred.