MARKETING CORPORATE SOCIAL RESPONSIBILITY IN ALCOHOL INDUSTRY

Abstract

Although there is an increasing interest of companies in Lithuania in CSR, its principles are not widely applied in practice. The amount of research of CSR has increased significantly in Lithuania recently; however, the studies demonstrating the role of CSR in marketing are still at an initial stage. This is especially true of CSR in alcohol industry.The potential partners for the beverage alcohol industry are not much different from those for other industries and include governments, the intergovernmental organizations such as the United Nations, nongovernmental voluntary and advocacy organizations, and the public health and research communities. More and more companies are using CSR to transform their corporate identity to include a great amount of responsibility. This also holds true for the alcohol industry. DOI: http://dx.doi.org/10.5755/j01.em.17.1.2286