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How does CS-related marketing approaches differs or equals of MNEs among publications between developed countries (UK) and emerging Spanish speaking countries in South America? A quantitative study that examines the marketing approaches used for CS-publications on corporate websites between the UK and South America

Leistra, DR. J.M.M. (2016) How does CS-related marketing approaches differs or equals of MNEs among publications between developed countries (UK) and emerging Spanish speaking countries in South America? A quantitative study that examines the marketing approaches used for CS-publications on corporate websites between the UK and South America.

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Abstract:Over the past decade, there has been a growing customer voice for green organizations; organizations that look beyond their profit to the societal and environmental impact of their business operations. Managing those impacts is referred to as Corporate Sustainability (CS) or Corporate Social Responsibility (CSR). The two terms are used interchangeably by corporations on their corporate web sites in order to communicate their CS contributions to shareholders and stakeholders. This quantitative study shed some light on the interplay between marketing and CS, since CS publications on corporate web sites have been examined and marked into the framework of Jahdi (2007). The corporate web sites belong to corporations with their headquarters in the UK and one or more subsidiaries in a Spanish Speaking country in South America. Even though not too much reliance should be put on the results, the study provide evidence for the growing role that CS plays and the willingness to communicate CS efforts in Europe. Moreover, marketing approaches used in the UK and South America for CS disclosures differ not that much as expected.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/71331
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