Download Role of Development Marketing Intent in Corporate Social Responsibility:An Exploratory Investigation in the Indian Context

Role of Development Marketing Intent in Corporate Social
Responsibility:
An Exploratory Investigation in the Indian context
V.Mukundadas and Saji K.B.
Recent reviews on firm-level initiatives taken so far in India
towards corporate social responsibility clearly indicate the lack
of economic development intent by firms operating in India.
One of the newly introduced Indian business norms mandates
that all firms operating in India need to spend at least two per
cent of their net earnings on activities related to social
responsibility, which has led to some serious debate on the
linkage between development marketing and corporate social
responsibility. The notion of development marketing is
primarily concerned with the development needs of people,
especially the rural populace, living in a country. The inner
logic of development marketing may get amalgamated with
the inner logic of socially responsible or relevant activities,
making it easier to adopt. Although observations and
arguments are in abundance to this direction, the extant
literature in marketing is silent on the role of development
marketing intent in corporate social responsibility. The present
study therefore attempts to bridge this research gap by
exploring the strategic fit between the development marketing
intent and the corporate social responsibility in the emerging
economies context of India. The present paper reports the
preliminary outcomes of an exploratory investigation (carried
out by the authors during the financial year 2011-’12), which
include the antecedents and consequences of the
development marketing intent. The findings of the study have
significant implications to marketing theory and practice. It is
expected that the present study would help explain the
strategic role of firm-level development marketing intent in
addressing the problems of deficiency in development in an
emerging economy like India.
Track: Marketing (Marketing Theory or Marketing Strategy)
_________________
V.Mukundadas, Professor of Marketing & Director, Chandragupt Institute of Management Patna,
Patna 800 001, (Bihar) India, Phone: (+91) 9334832745 / Fax: (+91) 612 2200453
Email: [email protected]
Saji K.B.(Corresponding author), Professor of Marketing, Indian Institute Of Management, Prabandh
Nagar, Off Sitapur Road, Lucknow 226013, (UP) INDIA, Phone: (+91) 9621904388 / Fax: (+91) 522
2734025, Email: [email protected]