Chapter 17 Leadership, Corporate Social Responsibility, and Sustainability
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Transcript of Chapter 17 Leadership, Corporate Social Responsibility, and Sustainability
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Chapter 17Leadership, Corporate Social Responsibility, and
Sustainability
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Leadership
• Recognizing marketing challenges and dilemmas• Noblesse oblige –
• Leadership –
•
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Leadership• Gaps between the socio-economic groups
present practical and ethical dilemmas• Dimensions of the marketing dilemma
•
• • Cultural differences
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Leadership• A key Western marketing dimension is the
____________________________• International marketing and societal
orientation interact closely• When host-country regulations are less
demanding than home countries:•
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Leadership
• The increased role of government• The 2008 economic crisis led to government
interventions to:• • •
• Governments:•
•
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Leadership• The 2008 economic crisis revealed the:
• • •
• Leaders of G20 nations have pledged to:• • •
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Leadership• Government involvement will be manifested
in efforts to tackle:• • • • • •
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Leadership• New sources of funding refer to:
• •
• Open-market orientation is maintained• Closely examined unfair trade practices
• • •
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Leadership
• Trust• Global corporations have vast reach and
enormous economic power• With economic power comes greater
expectations for:• • •
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Leadership• Public trust is a measurement that
corresponds to the willingness of societies• Trust is stronger when
______________________________• Trust has direct implications for international
marketers• To build future trust
• •
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Leadership
• The leadership challenge• Bailouts:
• The Vatican's proposal calls for a financial transactions tax on:• • •
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Leadership• Leadership qualities required in areas
• Population growth• • Disparity in incomes• • Urbanization• • Climate change• • Cultural clashes•
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Leadership• Areas that make it complex for corporations
• • • • •
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Leadership
• Aligning strategy, products, and societal interests•
•
•
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Corporate Social Responsibility
• What is the responsibility of business?• • Corporation should not be distracted from the
efficiency of the main purpose• The corporation:
• • • • •
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Corporate Social Responsibility
• Defining corporate social responsibility• Corporate social responsibility (CSR):
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Corporate Social Responsibility• Corporate citizenship:
• Corporate philanthropy:
• Voluntary approaches minimize:• • •
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Corporate Social Responsibility
• Strategic focus• Shared value:
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Corporate Social Responsibility• Approaches that apply to international
marketers:•
•
•
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Corporate Social Responsibility
• CSR reporting• Corporate social responsibility focuses on
corporate reputation• • Important indicators of a company's CSR
commitment• •
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Sustainability• A sustainable future?• Sustainability:
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Sustainability• The EU has implemented REACH
• A set of broad-reaching regulations on the use of chemicals•
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Sustainability
• Sustainable practices•
• Businesses build the key value creation levers that drive returns on:• • •
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Sustainability
• Sustainable consumers• Customer target who:
• • •
• When consumers feel more economic pain, the concerns are more about:• • • •
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Sustainability• Good labeling and availability of certification
is helpful• Multiplicity of certification authorities
contributes to the confusion about sustainable business practices
• Voluntary environmental programs• •
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Sustainability
• Greenwashing –
• Can be very subjective
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Sustainability
• Growing importance to marketing• In the long run, sustainability will be
important to:• • • •
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Curative Marketing
• Curative international marketing:
• Accepts responsibility for problems to which marketing has contributed
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Curative Marketing
• Two perspectives• •
• Needs to draw on fields like:• • • •
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Curative Marketing
• Four core areas• Truthfulness –
• Simplicity – • Recognition and elimination of incongruities
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Curative Marketing• Expanded participation - International
marketing relies on a fundamental belief in the virtues of:• • • •
• Personal responsibility –