Proceedings of the International Association for Business and Society

Volume 19, 2008

Proceedings of the Nineteenth Annual Meeting

Feeling Off Balance? Need an Alignment?

This paper aligns the Miles and Snow (Miles & Snow, 1978) strategy typology, with corporate social responsibility (CSR) strategies and CSR marketing strategies in a unifying framework. The paper traces the evolution of CSR marketing and discusses a flexible definition of CSR. The value of this study is to improve competitive advantage and firm performance by identifying and aligning CSR strategies and CSR marketing strategies with the Reactor, Prospector, Analyzer, and Defender strategy typology.