[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i2p555-d199619.html
   My bibliography  Save this article

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

Author

Listed:
  • Beata Zatwarnicka-Madura

    (Faculty of Management, Rzeszow University of Technology, Al. Powstancow Warszawy 10, 35–959 Rzeszow, Poland)

  • Dariusz Siemieniako

    (Faculty of Engineering Management, Bialystok University of Technology, Ojca Tarasiuka 2, 16–001 Kleosin, Poland)

  • Ewa Glińska

    (Faculty of Engineering Management, Bialystok University of Technology, Ojca Tarasiuka 2, 16–001 Kleosin, Poland)

  • Yauheniya Sazonenka

    (Faculty of Engineering Management, Bialystok University of Technology, Ojca Tarasiuka 2, 16–001 Kleosin, Poland)

Abstract
Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.

Suggested Citation

  • Beata Zatwarnicka-Madura & Dariusz Siemieniako & Ewa Glińska & Yauheniya Sazonenka, 2019. "Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh," Sustainability, MDPI, vol. 11(2), pages 1-19, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:555-:d:199619
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/2/555/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/2/555/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Myeongju Lee & Hyunok Kim, 2017. "Exploring the Organizational Culture’s Moderating Role of Effects of Corporate Social Responsibility (CSR) on Firm Performance: Focused on Corporate Contributions in Korea," Sustainability, MDPI, vol. 9(10), pages 1-18, October.
    2. Pasquale Ruggiero & Sebastiano Cupertino, 2018. "CSR Strategic Approach, Financial Resources and Corporate Social Performance: The Mediating Effect of Innovation," Sustainability, MDPI, vol. 10(10), pages 1-22, October.
    3. Dong-Shang Chang & Sheng-Hung Chen & Chia-Wei Hsu & Allen H. Hu, 2015. "Identifying Strategic Factors of the Implantation CSR in the Airline Industry: The Case of Asia-Pacific Airlines," Sustainability, MDPI, vol. 7(6), pages 1-22, June.
    4. Magdalena Öberseder & Bodo Schlegelmilch & Verena Gruber, 2011. "“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions," Journal of Business Ethics, Springer, vol. 104(4), pages 449-460, December.
    5. Sazonenka Yauheniya & Towhid Yusuf Ibne & Siemieniako Dariusz, 2018. "One-page strategic plan: the case of Aarong company from Bangladesh," Engineering Management in Production and Services, Sciendo, vol. 10(2), pages 57-65, June.
    6. Joanna Wia¿ewicz & Beata Zatwarnicka-Madura, 2016. "Fashion Blogs As The Information Sources About Trends And New Products In Fashion Management," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 14(1), pages 214-225, December.
    7. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    8. José-Luis Godos-Díez & Laura Cabeza-García & Cristina Fernández-González, 2018. "Relationship between Corporate Social Responsibility (CSR) and Internationalisation Strategies: A Descriptive Study in the Spanish Context," Administrative Sciences, MDPI, vol. 8(4), pages 1-20, October.
    9. Antonis Skouloudis & Konstantinos Evangelinos & Chrisovaladis Malesios, 2015. "Priorities and Perceptions for Corporate Social Responsibility: An NGO Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(2), pages 95-112, March.
    10. Diana Corina GLIGOR-CIMPOIERU & Valentin Partenie MUNTEANU, 2014. "External CSR Communication in a Strategic Approach," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(2), pages 276-289, December.
    11. Johnstone-Louis, Mary, 2017. "Corporate Social Responsibility and Women’s Entrepreneurship: Towards a More Adequate Theory of “Work”," Business Ethics Quarterly, Cambridge University Press, vol. 27(4), pages 569-602, October.
    12. Cheng, M.N. & Wong, Jane W.K. & Cheung, C.F. & Leung, K.H., 2016. "A scenario-based roadmapping method for strategic planning and forecasting: A case study in a testing, inspection and certification company," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 44-62.
    13. Bhardwaj, Pradeep & Chatterjee, Prabirendra & Demir, Kivilcim Dogerlioglu & Turut, Ozge, 2018. "When and how is corporate social responsibility profitable?," Journal of Business Research, Elsevier, vol. 84(C), pages 206-219.
    14. Annarelli, Alessandro & Nonino, Fabio, 2016. "Strategic and operational management of organizational resilience: Current state of research and future directions," Omega, Elsevier, vol. 62(C), pages 1-18.
    15. Ana Criado-Gomis & Amparo Cervera-Taulet & Maria-Angeles Iniesta-Bonillo, 2017. "Sustainable Entrepreneurial Orientation: A Business Strategic Approach for Sustainable Development," Sustainability, MDPI, vol. 9(9), pages 1-20, September.
    16. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.
    17. Jaime-Andres Correa-Garcia & Maria-Antonia Garcia-Benau & Emma Garcia-Meca, 2018. "CSR Communication Strategies of Colombian Business Groups: An Analysis of Corporate Reports," Sustainability, MDPI, vol. 10(5), pages 1-19, May.
    18. Raquel Garde-Sanchez & María Victoria López-Pérez & Antonio M. López-Hernández, 2018. "Current Trends in Research on Social Responsibility in State-Owned Enterprises: A Review of the Literature from 2000 to 2017," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    19. Marcelle Colares Oliveira & Manuel Salgueiro Rodrigues Júnior & Sérgio Henrique De Oliveira Lima & George Alberto De Freitas, 2018. "The Influence of the Characteristics of the National Business System in the Disclosure of Gender-Related Corporate Social Responsibility Practices," Administrative Sciences, MDPI, vol. 8(2), pages 1-17, April.
    20. Vishnevskiy, Konstantin & Karasev, Oleg & Meissner, Dirk, 2016. "Integrated roadmaps for strategic management and planning," Technological Forecasting and Social Change, Elsevier, vol. 110(C), pages 153-166.
    21. Séraphin, Hugues & Ambaye, Michele & Gowreesunkar, Vanessa & Bonnardel, Valérie, 2016. "A marketing research tool for destination marketing organizations' logo design," Journal of Business Research, Elsevier, vol. 69(11), pages 5022-5027.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dariusz Siemieniako & Pawe³ Kaliszewski, 2022. "Factors influencing structural power dynamics in buyer-supplier relationships: a power sources framework and application of the critical incident technique," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 151-179, March.
    2. M. Isabel Sánchez-Hernández & Juan José Maldonado-Briegas, 2019. "Sustainable Entrepreneurial Culture Programs Promoting Social Responsibility: A European Regional Experience," Sustainability, MDPI, vol. 11(13), pages 1-19, July.
    3. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    4. Siemieniako, Dariusz & Kubacki, Krzysztof & Mitręga, Maciej, 2021. "Inter-organisational relationships for social impact: A systematic literature review," Journal of Business Research, Elsevier, vol. 132(C), pages 453-469.
    5. David Daniel Peña‐Miranda & Antonio Guevara‐Plaza & José Antonio Fraiz‐Brea & Mark Anthony Camilleri, 2022. "Corporate social responsibility model for a competitive and resilient hospitality industry," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 433-446, June.
    6. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    7. Anat Anaqie Zahidy & Shahryar Sorooshian & Zahidy Abd Hamid, 2019. "Critical Success Factors for Corporate Social Responsibility Adoption in the Construction Industry in Malaysia," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    8. T. Praveen Kumar & Santosh Basavaraj & K. Soundarapandiyan, 2024. "Can co‐creating in CSR initiatives influence loyal customers? Evidence from the banking industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 180-195, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    2. M. Rosario González-Rodríguez & M. Carmen Díaz Fernández & Biagio Simonetti, 2016. "Corporate Social Responsibility perception versus human values: a structural equation modeling approach," Journal of Applied Statistics, Taylor & Francis Journals, vol. 43(13), pages 2396-2415, October.
    3. Khoa T. Tran & Phuong V. Nguyen, 2020. "Corporate Social Responsibility: Findings from the Vietnamese Paint Industry," Sustainability, MDPI, vol. 12(3), pages 1-20, February.
    4. Magdalena Öberseder & Bodo Schlegelmilch & Patrick Murphy & Verena Gruber, 2014. "Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation," Journal of Business Ethics, Springer, vol. 124(1), pages 101-115, September.
    5. de Alcantara, Douglas Pedro & Martens, Mauro Luiz, 2019. "Technology Roadmapping (TRM): a systematic review of the literature focusing on models," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 127-138.
    6. Marcinkowska Elzbieta & Sawicka Joanna, 2023. "Corporate Social Responsibility as a Factor Influencing Purchasing Decisions of Consumers in Central and Eastern Europe," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 281-299.
    7. Yu, Xiang & Zhang, Ben, 2019. "Obtaining advantages from technology revolution: A patent roadmap for competition analysis and strategy planning," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 273-283.
    8. Ibrahim Sameer, 2021. "Impact of corporate social responsibility on organization’s financial performance: evidence from Maldives public limited companies," Future Business Journal, Springer, vol. 7(1), pages 1-21, December.
    9. Juan Pineiro-Chousa & Noelia Romero-Castro & Marcos Vizcaíno-González, 2019. "Inclusions in and Exclusions from the S&P 500 Environmental and Socially Responsible Index: A Fuzzy-Set Qualitative Comparative Analysis," Sustainability, MDPI, vol. 11(4), pages 1-31, February.
    10. Rania Béji & Ouidad Yousfi & Abdelwahed Omri, 2020. "Corporate Social Responsibility and Corporate Governance: A cognitive approach," Post-Print hal-03144756, HAL.
    11. Enrico Fontana, 2018. "Corporate Social Responsibility as Stakeholder Engagement: Firm–NGO Collaboration in Sweden," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 327-338, July.
    12. Liyanage Chamila Roshani Perera & Jayawickrama Withanage Dushan Chaminda, 2013. "Corporate Social Responsibility and Product Evaluation: The Moderating Role of Brand Familiarity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(4), pages 245-256, July.
    13. Fuzhen Liu & Kee-hung Lai & Wei Cai, 2021. "Responsible Production for Sustainability: Concept Analysis and Bibliometric Review," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    14. Bianca Raluca BADITOIU & Alexandru BUGLEA & Diana Corina GLIGOR-CIMPOIERU & Valentin Partenie MUNTEANU, 2020. "Csr Disclosure Of Financial European Companies Within Integrated Reports," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 924-938, November.
    15. Kaveh Asiaei & Nick Bontis & Omid Barani & Ruzita Jusoh, 2021. "Corporate social responsibility and sustainability performance measurement systems: implications for organizational performance," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 32(1), pages 85-126, March.
    16. Edward Fosu & Kaigang Yi & Deborah Asiedu, 2024. "The effect of CSR on corporate social performance: Mediating role of corporate image, green innovation and moderating role of corporate identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 69-88, January.
    17. Juan Herrera & Carlos de las Heras-Rosas, 2020. "Corporate Social Responsibility and Human Resource Management: Towards Sustainable Business Organizations," Sustainability, MDPI, vol. 12(3), pages 1-24, January.
    18. Yan lI, 2022. "Corporate Social Responsibility of Chinese Manufacturing Companies' effect on Green Business Strategy, Innovation and Performance," Technium Social Sciences Journal, Technium Science, vol. 31(1), pages 522-552, May.
    19. Slobodan Marić & Nemanja Berber & Agneš Slavić & Marko Aleksić, 2021. "The Mediating Role of Employee Commitment in the Relationship Between Corporate Social Responsibility and Firm Performance in Serbia," SAGE Open, , vol. 11(3), pages 21582440211, August.
    20. Rania B'eji & Ouidad Yousfi & Abdelwahed Omri, 2021. "Corporate Social Responsibility and Corporate Governance: A cognitive approach," Papers 2102.09218, arXiv.org.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:555-:d:199619. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.