Discuss about the field of research which pertains to your understanding of your Profession. This short statement will include how this field relates to the work of your profession and an Industry.
The marketing manager plays an indispensible role in an organization as he is entrusted with the duty of ensuring that the product or service of the company is able to gain competitive edge over the other that of the rival firms. Thus, he has to promote the company, develop its brand as well as ensure sustainable reputation of the firm. In case a company is encountering heavy competition, the marketing manager of the company has to define and develop effective strategies that can boost the reputation of the company. The research intends to examine how Corporate Social Responsibility is a strategic marketing tool that can restore or enhance the reputation of the organization and aid in its promotional activities.
In order to conduct the research, the publicly available sources such as useful and authentic internet sites, research papers and existent business case studies will be used to understand the concept of CSR and how it aids in marketing products in the competitive industry. Accordingly important articles such as Corporate Social Responsibility: It's All About Marketing published in Forbes (https://www.forbes.com/2009/11/20/corporate-social-responsibility-leadership-citizenship-marketing.html) as well as journal articles will be reviewed and analyzed. Some other important sources include:
Corporate social responsibility published in business.
How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction published in Journal of Business Research.
The effects of corporate social responsibility on brand equity and firm performance published in Journal of business research.
The research intends to evaluate how far do the CSR activities help the marketing managers promote the products in the competitive market and add value to business while benefitting the society. Accordingly the research questions of the proposed research are as follows:
How far CSR can be termed as a marketing tool that marketing managers can use for product promotion purpose?
Do CSR activities help the managers of the profit-seeking companies create brand awareness about a specific product?
How can a marketing manager successfully integrate CSR with marketing efforts?
The search terms that will be used for searching the literary articles or journals are CSR, Strategies for Integrating Brand with CSR, Marketing Tools, Business Sustainability, Product Promotion Strategies and Consumer Perception of CSR.
The reviewed articles suggest that that responsible business practices drive consumer preference (Wang et al., 2015). A company that was remotely popular so far can be shot to fame once it announces its engagement with a social cause. Even if a company like BP PLC has ruined all its reputation, it can still restore consumer faith by investment in CSR initiatives (Saeidi et al., 2015). Thus, the marketing managers need not shout and announce the benefits of new products and should advertise environmental, community, employee welfare, financial performance and corporate governance commitments.
Bhattacharya, C. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/2009/11/20/corporate-social-responsibility-leadership-citizenship-marketing.html [Accessed 3 Aug. 2017].
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341-350.
Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.
Wang, D. H. M., Chen, P. H., Yu, T. H. K., & Hsiao, C. Y. (2015). The effects of corporate social responsibility on brand equity and firm performance. Journal of business research, 68(11), 2232-2236.