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Marketing’s Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues

Published online by Cambridge University Press:  23 January 2015

N. Craig Smith ,
Guido Palazzo  and
C. B. Bhattacharya
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Abstract:

While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable at least in part to downstream marketers and consumers. Marketers have responded mainly by using corporate social responsibility (CSR) communication to counter the critique of CSR practice, but these claims of ethical corporate behavior often lack credibility and can result in a backlash against brands. The article argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.

Type
Business Ethics Quarterly Twentieth Anniversary Forum, Part II: New Directions for Business Ethics Research
Information
Business Ethics Quarterly , Volume 20 , Issue 4 , October 2010 , pp. 617 - 641
Copyright
Copyright © Society for Business Ethics 2010

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