Logo image
Back
CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal
Conference proceeding

CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal

Jorge Fresneda, Daniel Korschun and Prabakar Kothandaraman
CELEBRATING AMERICA'S PASTIMES: BASEBALL, HOT DOGS, APPLE PIE AND MARKETING?, pp 373-387
01 Jan 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_78
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business Business & Economics Social Sciences
In this working chapter the authors document an additional way that CSR can be used by employees to improve customer relationships. That is, employees can use CSR as an adaptive selling tool. Employees use CSR as an adaptive selling tool to the extent that CSR fits with what their understanding of the company identity is, and to the degree that customers support the CSR program. This study proposes and tests empirically a novel framework that is linked to former research through the use of two control variables already existing in the literature. Additionally and based in their findings, the authors propose an empirical model intended to predict the extent to what employees would make use of CSR as an adaptive selling tool, in order to help assessing if a specific CSR initiative is worth to be developed within a company.

Metrics

4 Record Views

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Collaboration types
Domestic collaboration
Web of Science research areas
Business
Logo image