An ethical framework for the marketing of corporate social responsibility

Journal of Business Ethics 82 (2):339-352 (2008)

Bert Van De Ven
Tilburg University
Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap
Keywords ethical branding  virtue ethics  marketing ethics  corporate social responsibility
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DOI 10.1007/s10551-008-9890-1
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References found in this work BETA

Truth and Truthfulness: An Essay in Genealogy.Bernard Williams - 2002 - Princeton: Princeton University Press.
What Stakeholder Theory is Not.Andrew C. Wicks - 2003 - Business Ethics Quarterly 13 (4):479-502.
The Virtuous Organization.Jane Collier - 1995 - Business Ethics 4 (3):143–149.

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Epistemic Virtues in Business.Boudewijn de Bruin - 2013 - Journal of Business Ethics 113 (4):583-595.

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