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Journal of the Academy of Marketing Science
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Corporate Social Responsibility and Marketing: An Integrative Framework

Isabelle Maignan

Vrije Universiteit Amsterdam, the Netherlands, imaignan{at}feweb.vu.nl

O. C. Ferrell

Colorado State University, oc.ferrell{at}colostate.edu

This article introduces a conceptualization of corporate social responsibility (CSR) that emphasizes the role and potential contribution of the marketing discipline. The proposed framework first depicts CSR initiatives as the acttions undertaken to display conformity to both organizational and stakeholder norms. Then, the article discusses the managerial processes needed to monitor, meet, and even exceed, stakeholder norms. Finally, the analysis explains how CSR initiatives can generate increased stakeholder support.

Key Words: stakeholder theory • corporate social responsibility • market orientation • ethics • community

Journal of the Academy of Marketing Science, Vol. 32, No. 1, 3-19 (2004)
DOI: 10.1177/0092070303258971
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