Abstract
Laczniak and Shultz developed a literature informed macro and normative definition of socially responsible marketing (SRM) that provides a stage for constructive engagement. The elements of the definition include: corporate citizenship, stakeholder orientation and social/ecological sustainability. While the definition is excellent, we focus on the organizational context of SRM. For a normative definition to be of value in research and practice, a micro and positive-descriptive approach is essential in implementing SRM. The Laczniak and Shultz definition provides a foundation and is not in conflict with an instrumental view of SRM. We reconcile the instrumental and normative approaches to SRM and find these perspectives to be congruent.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call