Sustainable business and entrepreneurship: Societal marketing practices of Islamic and Christian family businesses

• Main Author: Divinagracia, Louie A.
• Format: text
• Published: Animo Repository 2006
• Subjects: Social marketing; Social responsibility of business; Family-owned business enterprises; Sustainable development; Entrepreneurial and Small Business Operations
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/5501
• Institution: De La Salle University

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.