Sustainable business and entrepreneurship: Societal marketing practices of Islamic and Christian family businesses
Sustainable family businesses integrate social responsibility aspects into their decisions and actions. Corporate societal marketing (CSM) is a form of societal marketing practice that has a long-term strategic perspective. Smaller family businesses, however, tend to associate CSM with short-term ca...
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| Format: | text |
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Animo Repository
2006
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/5501 |
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| Institution: | De La Salle University |
| Summary: | Sustainable family businesses integrate social responsibility aspects into their decisions and actions. Corporate societal marketing (CSM) is a form of societal marketing practice that has a long-term strategic perspective. Smaller family businesses, however, tend to associate CSM with short-term cause-related marketing initiatives. In several Southeast Asian economies dominated by Muslim consumers, principles of Islam and its code of ethics increasingly influence the social responsibility behavior of marketers. Muslim and Christian respondents tend to differ in their perception of factors driving the societal marketing practices of family business as well as the sustainability of these practices. These drivers and their knowledge of CSM-related activities influence their ratings of business performance, respectively. And their level of support toward societal marketing moderates such relationship. |
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