The effects of the foundations of Corporate social responsibility on companies and the perception of stakeholders

Abstract

Although social responsibility management (CSR) practices are widespread and common, the current consumer is the target of many corporate responsibility measures. The purpose of our article is to understand the perception that consumers have of corporate social responsibility in the world and in times of crisis. Thus, in order to better understand the relationship between CSR and the consumer, we conducted a qualitative study via interviews with ten interviewees belonging to three sectors of activity and occupying a hierarchical responsibility allowing them to answer our research questions with relevance.

The results of this study offer the opportunity to reflect on new challenges related to marketing functions and to get involved in the current state of “stakeholder marketing theory”. Nevertheless, this result does not indicate that the customer is not important, but he is always at the center of marketing decisions.

JEL Classification : M14

Paper type : Empirical Research