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Marketing's consequences: stakeholder marketing and supply chain CSR issues

Author: Smith, Craig ; Palazzo, Guido ; Bhattacharya, C. B.INSEAD Area: Faculty at Large Series: Working Paper ; 2010/17/ISIC Publisher: Fontainebleau : INSEAD Social Innovation Centre (ISIC) 2010.Language: EnglishDescription: 40 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable, at least in part, to downstream marketers and consumers. Marketers have responded mainly by using CSR communication to counter the critique of CSR practice, but these claims of ethical corporate behaviour often lack credibility and can result in a backlash against brands. The paper argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.
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While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable, at least in part, to downstream marketers and consumers. Marketers have responded mainly by using CSR communication to counter the critique of CSR practice, but these claims of ethical corporate behaviour often lack credibility and can result in a backlash against brands. The paper argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.

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