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Chapter 17Leadership, Corporate Social Responsibility, and

Sustainability

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Leadership

• Recognizing marketing challenges and dilemmas• Noblesse oblige –

• Leadership –

•

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Leadership• Gaps between the socio-economic groups

present practical and ethical dilemmas• Dimensions of the marketing dilemma

•

• • Cultural differences

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Leadership• A key Western marketing dimension is the

____________________________• International marketing and societal

orientation interact closely• When host-country regulations are less

demanding than home countries:•

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Leadership

• The increased role of government• The 2008 economic crisis led to government

interventions to:• • •

• Governments:•

•

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Leadership• The 2008 economic crisis revealed the:

• • •

• Leaders of G20 nations have pledged to:• • •

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Leadership• Government involvement will be manifested

in efforts to tackle:• • • • • •

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Leadership• New sources of funding refer to:

• •

• Open-market orientation is maintained• Closely examined unfair trade practices

• • •

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Leadership

• Trust• Global corporations have vast reach and

enormous economic power• With economic power comes greater

expectations for:• • •

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Leadership• Public trust is a measurement that

corresponds to the willingness of societies• Trust is stronger when

______________________________• Trust has direct implications for international

marketers• To build future trust

• •

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Leadership

• The leadership challenge• Bailouts:

• The Vatican's proposal calls for a financial transactions tax on:• • •

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Leadership• Leadership qualities required in areas

• Population growth• • Disparity in incomes• • Urbanization• • Climate change• • Cultural clashes•

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Leadership• Areas that make it complex for corporations

• • • • •

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Leadership

• Aligning strategy, products, and societal interests•

•

•

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Corporate Social Responsibility

• What is the responsibility of business?• • Corporation should not be distracted from the

efficiency of the main purpose• The corporation:

• • • • •

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Corporate Social Responsibility

• Defining corporate social responsibility• Corporate social responsibility (CSR):

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Corporate Social Responsibility• Corporate citizenship:

• Corporate philanthropy:

• Voluntary approaches minimize:• • •

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Corporate Social Responsibility

• Strategic focus• Shared value:

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Corporate Social Responsibility• Approaches that apply to international

marketers:•

•

•

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Corporate Social Responsibility

• CSR reporting• Corporate social responsibility focuses on

corporate reputation• • Important indicators of a company's CSR

commitment• •

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Sustainability• A sustainable future?• Sustainability:

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Sustainability• The EU has implemented REACH

• A set of broad-reaching regulations on the use of chemicals•

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Sustainability

• Sustainable practices•

• Businesses build the key value creation levers that drive returns on:• • •

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Sustainability

• Sustainable consumers• Customer target who:

• • •

• When consumers feel more economic pain, the concerns are more about:• • • •

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Sustainability• Good labeling and availability of certification

is helpful• Multiplicity of certification authorities

contributes to the confusion about sustainable business practices

• Voluntary environmental programs• •

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Sustainability

• Greenwashing –

• Can be very subjective

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Sustainability

• Growing importance to marketing• In the long run, sustainability will be

important to:• • • •

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Curative Marketing

• Curative international marketing:

• Accepts responsibility for problems to which marketing has contributed

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Curative Marketing

• Two perspectives• •

• Needs to draw on fields like:• • • •

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Curative Marketing

• Four core areas• Truthfulness –

• Simplicity – • Recognition and elimination of incongruities

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Curative Marketing• Expanded participation - International

marketing relies on a fundamental belief in the virtues of:• • • •

• Personal responsibility –