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