Družbena odgovornost podjetij in marketinški koncept

Abstract

Namen tega članka je razčleniti nekatere temelje gibanja k družbeni odgovornosti podjetij v sodobni družbi, ki je vse bolj kritična do zlorabe presežne moči zlasti nadnacionalnih korporacij. Skozi teorijo déležnikov nameravamo razložiti vzvode, ki podjetja vodijo h konceptu prostovoljne družbene odgovornosti in hkrati nakazati tudi nekatere aktivnosti zlasti evropskih držav na tem področju. V nadaljevanju nameravamo opisati povezanost družbene odgovornosti z marketinškim konceptom. Čeprav po mnenju nekaterih kritikov marketing sam predstavlja del tega problema, ne pa da ga rešuje, bomoskušali dokazati prav nasprotno. Po našem mnenju je marketinški koncept, razumljen skozi teorijo družbene menjave, lahko pomembno izhodišče pri iskanjuobče teorije déležniškega pogleda na poslovni svet in njegovo novo in odgovorno družbeno vpetost.

Keywords

Družbena odgovornost;Podjetja;Trženje;Koncepti;Družbena menjava;Teorije;

Data

Language:	Slovenian
Year of publishing:	2004
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	658
COBISS:	23385949
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	990
Downloads:	122
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary title:	Corporate social responsibility and the concept of marketing
Secondary abstract:	The aim of the article is to analyse some fundamentals of Corporate Social Responsibility (CSR) movement in the midst of growing criticism towards the abuse of excessive corporate power in contemporary society. Through the knowledge of stakeholder theory the voluntary CSR actions and some legal initiatives mainly in the European context are discussed. Next, the author describes the relations between CSR and marketing. Although some critics arguethat marketing represents a part of the problem rather than its solution,the author claims just the opposite. In his view, the marketing concept can be, when understood through social exchange theory, an important starting point in the search for the general stakeholder theory and the whole movement of CSR.
Secondary keywords:	Social responsibility;Enterprises;Marketing;Concepts;Social exchange;Theories;
Type (COBISS):	Not categorized
Pages:	str. 890-901
Volume:	ǂLetn. ǂ41
Issue:	ǂšt. ǂ5/6
Chronology:	sept./dec. 2004
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;business management;administration;commercial organization;poslovni menedžment;administracija;komercialna organizacija;
ID:	1467785