Post on 30-May-2018
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
1/94
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8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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HGPZGPKTF XGHAKL PFXZGMXA@ALATQ EKPBFTAMC HGEEVMAHKTAG
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kmd Sfxtfpm Fvpgzfkm evltamktagmkl fmtfpzpaxfx /EMF!- Tof pfxvltx gi tof
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dktk`kxf ax pfyafsfd kmd hpata{vfd- Tof toapd hokztfp gi toax zkzfp ighvxfx gm k
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hgmxf{vfmhfx- Tof igvpto hokztfp gi toax zkzfp zpfxfmtx hkxf iamdamcx `q hgezkpa
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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kmd hgmtpkxtamc HXP'xvxtkamk`alatq pfzgptx ipge topff daiifpfmt Kefpahkm EMFx
pfzgptx ipge topff daiifpfmt Sfxtfpm Fvpgzfkm EMFx- Tofxf iamdamcx kpf ivptofp
xqmtofxa~fd am hokztfp iayf, soaho hgmtkamx km gyfpkll kmklqxax gi iamdamcx amtsg, topff, kmd igvp- Hokztfp xa hgmtkamx hgmhlvdamc pfekpbx gm tof xv`nfht ektt
kmd xvccfxtfd dapfhtagmx igp ivptofp fezapahkl pfxfkpho gm tof xv`nfht-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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okyf xtgzzfd pfxfkphoamc tg xtkpt spatamc toax tofxax fatofp-!
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fegtagmkllq kmd iamkmhakllq, am eq `vxamfxx xhoggl fmdfkygpx-
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dakcmgxfd sato hkmhfp kmd xv`xf{vfmtlq zkxxfd kskq am Ekpho 0::?- A sgvld labf tg
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8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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Kmdfpxgm> Sfll tokt#x yfpq tpvf, Lfg RxahU- @vt qgv#d `f xvpzpaxfd kx tg ogs daiiahvlt at ax tg cft zfgzlf tg vmdfpxtkmd tokt hgmhfzt-Tofg Ov tk`lf> Pfkllq7 @vt at#x xg hlfkp- Kx lgmc kx qgv pfxzfht zfgzlf kxamdayadvklx, sokt flxf ax tofpf7
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zv`lah ighvx gmtg tof zpayktf xfhtgp- Toax sgvld lfkd tg zv`lah xbfztahaxe tokt sgvld
xokbf hgpzgpktagmx amtg khhgvmtk`alatq- Am zkptahvlkp, toax kxxfxxefmt skx `kx
tof ikht tokt tof hgmxvefpaxt mktvpf gi Kefpahk skx egyamc kskq ipge zpgdvhtagm kx
tof aezftvx igp xklfx kmd amxtfkd fezokxa~amc ekpbftamc kx atx zpaekpq dpayfp-
Gmlq k ifs qfkpx fkplafp, Kefpahkm fhgmgeaxt Ealtgm Ipafdekm zv`laxofd km
kptahlf am tof Mfs Qgpb Taefx Xvmdkq Ekck~amf fmtatlfdTof Xghakl Pfxzgmxa`alatq
gi @vxamfxx ax tg amhpfkxf zpgiatx /Ipafdekm, ;13:!- Am toax `pafi, qft xfeamkl
la`fptkpakm kptahlf, Ipafdekm gvtlamfd tokt tof mffd igp `vxamfxxfx tg amhpfkxf tofa
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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0
zpgiatx xvzfpxfdfx kmq ekmkcfefmt amtfpfxtx tg khhgvmt igp fmyapgmefmtkl, xghak
hgpzgpktf cgyfpmkmhf hgmhfpmx-
Tofpfam, tof egyfefmt igp hgpzgpktf xghakl pfxzgmxa`alatq /HXP! okx atxadfglgcahkl hgvmtfpzgamt- Xamhf tof zfpagd gi taef sofm HXP hgmhfztx sfpf iapxt
df`ktfd, tof clg`kl ekpbftzlkhf okx vmdfpcgmf dpkxtah xoaitx `q skq gi amtfpmktagmk
tpkdf- Tof amhpfkxfx am tfhomglgcahkl ammgyktagm kmd khhfxx tg amigpektagm o
hgezgvmdfd tof amhpfkxf am tpkdf la fpkla~ktagm- Tof zpglaifpktagm gi tof amtfpmf
tof Sgpld Sadf Sf` okx igphfd ovekm xghaftq tg pffyklvktf ogs at hgmdvhtx
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zkpkdace xoait kpf evltamktagmkl fmtfpzpaxfx /EMF!, igp soaho clg`kl f zkmxagm ok
`fhgef km amtfcpkl zkpt gi tof `vxamfxx egdfl-
At ax tof gzamagm gi tof kvtogp tokt tof kxxveztagmx `q Salxgm /;138! tgskpd
HXP okyf amhpfkxamc efpat igp `vxamfxxfx am tof tsfmtq%iapxt hfmtvpq am zkptahvlkp, kx
tof amhpfkxfx am clg`kl tpkdf ekbf tofap skq tg fefpcamc ekpbft fhgmgeafx- Toff zkmxagm gi clg`kl xvzzlq hokamx mfhfxxatktfx hgpzgpktf khhgvmtk`alatq kmd
tpkmxzkpfmhq- Kddatagmkllq, HXP okx tof k`alatq tg kdd zgxatayf yklvf kmd `pkmd
f{vatq tg k hgpzgpktagm `q fmk`lamc at tg dfegmxtpktf atx zgtfmtakl kx kcggd
hgpzgpktf hata~fm /Nfvpaxxfm, 0::4!-
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satogvt atx hpatahx, ogsfyfp xoaitamc adfglgcahkl zpamhazlfx igllgsamc tof 0::;
iamkmhakl hgllkzxfx gi Kefpahkm hgpzgpktagmx hpfktfd k pfxvpcfmhf gi amtfpfxt am
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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skq `vxamfxx amtfpkhtx sato xghaftq- Lkvifp /0::8! xvccfxtx tokt, sofm kxxfxxamc
hgpzgpktf hgeevmahktagmx, pflqamc gm khgezkmq x amtfcpatq klgmf sgvld `f k pktofp
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Tof pacotfgvx /kmd yglvmtkpq! khtagmx gi k hgpzgpktagm tgskpd xghakl
hgeeatefmt xogvld `f appfxzfhtayf gi khgezkmq x iamkmhakl zgxatagm- HXP ax
hgmhfpmfd sato tof ekhpg kmd xqxtfeah g`lacktagmx kmd khtagmx `q lkpcf hgpzgpkt
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hgpzgpktagm hkmmgt efpflq hlkae at ax pfxzgmxa`lf satogvt tof zpgzfp efkmx `q soah
tg dfegmxtpktf tofxf `fokyagpx- @q hoggxamc tg fmckcf tof hgmxtatvfmhafx tokt
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ogsfyfp tofpf xogvld `f eamaekl daxzvtf tokt HXP okx k pglf am xfpyamc tof mffdx gi xghaftq kx k soglf-
Gm k lghkl lfyfl, tof mffdx gi xghaftq ekq `f hgeevmahktfd am daiifpfmt
ikxoagmx, tovx hkvxamc hgezkmafx tg kdkzt daiifpfmtlq tg ykpagvx ekpbftx- EMFx
mgt okyf amilf a`alatq am pfkhtamc tg lghkl hgmdatagmx, kx tofq gzfpktf am ekpbftx
gvtxadf tofap ogef hgvmtpq- Pktofp, tof lghktagm gi tof EMFx ogef hgvmtpq okx tof
zgtfmtakl tg amilvfmhf atx zpkhtahf gi HXP kmd tovx fmckcf sato xtkbfogldfpx am k
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8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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hgezkmq tg kht am k efkmx dffefd `q xghaftq kx sgptoq- Kckam, pfcagmkl, cfgcpkzoa
hvltvpkl tfmdfmhafx hkm aezkht tof hgmxtpvht gi hgpzgpktf hvltvpf-
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HXP- Tofq pfifp tg toax kx tofxq eeftpah fe`fddfdmfxx oqzgtofxax- Tof pfxvlt gi
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ykpagvx igpex gi ekpbftamc hgeevmahktagmx- Tofxf hgeevmahktagmx tgglx pkmcf
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ekmazvlktagm gi zv`lahgzamagmtokt tof hgezkmq ax khtvkllq khoafyamc tof
g`nfhtayfx kmd hgeeatefmtx at okx xft igpto /Lkvifp, 0::8!-
Tovx, tof ivtvpf gi HXP ekq `f pfyfklfd topgvco ykpagvx pfzgptamc
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pfzgptamc ekq xfpyf tg lfcataea~f tof ykpagvx ekpbftamc khtayatafx tokt EMFx
vmdfptkbf tg zpgegtf tofap HXP khtagmx- Am kddatagm, at ekq klxg xtkpt tg ogegcfm
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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HXP khtayatafx khpgxx mktagmkl `gpdfpx kmd xtaevlktf hgezftatagm gm tof `kxax to
hgpzgpktagm xxghakl pfxzgmxa`alatq cgklx xfpyf kx k egdfl igp fhgmgeah ammgyktagm
kmd lgmc%tfpe xvxtkamk`alatq-
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xtkbfogldfp fmckcfefmt egdflamc- Fyfm togvco tof CDZ gi Kefpahk f hffdx tokt gi
tof hge`amfd FV, amdayadvkl Fvpgzfkm hgvmtpafx xvpzkxx tof Vmatfd Xtktfx am tfp
fmyapgmefmtkl kmd xghakl pfzgptamc /Txhogzz, 0::6!- Xamhf pfzgptamc ax yglvmtkhgezkmafx am `gto pfcagmx, toax xvccfxtx k lfcataektf hkvxf igp hgmhfpm pfckpdam
Kefpahkm ke`ayklfmhf tg HXP-
Sokt dgfx toax efkm igp EMFx7 Sato tof hpfktagm gi HXP'T@L pfzgptamc
ipkefsgpbx, sall HXP ekpbftamc hgeevmahktagmx `fhgef egpf aezgptkmt tg
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tofap f axtamc egdflx gi HXP gp sall tofq hgmtamvf tg ammgyktf7 Gp, kpf tof hvppfm
tpfmdx am HXP zfpigpekmhf fmgvco tg xfli%egtayktf hgezkmafx tg fmckcf am k igpe
HXP `pambxekmxoaz, pfckpdlfxx gi tofap hgpzgpktf ofkd{vkptfpx7
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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9
Kltogvco tofpf okyf `ffm xfyfpkl xtvdafx zfpigpefd gm HXP ipge k
tofgpftahkl xtkmdzgamt, tofpf kpf ifs xvpyfqx gi HXP ipge k zpkhtahkl zfpxzfhtayf-
Tof yglvmtkpq mktvpf gi tof iafld ekbfx at egpf kzzpgkhok`lf ipge k tofgpftahklzfpxzfhtayf- Ogsfyfp tofpf evxt `f egpf hkxf xtvdafx tokt dpks hgezkpaxgmx
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@q xtvdqamc HXP ekpbftamc hgeevmahktagmx ipge k zpkhtahkl zfpxzfhtayf, t
zvpzgxf gi toax tofxax ax tg hgezkpf kmd hgmtpkxt ykpagvx hpgxx%xfhtgpkl kmd hp
cfgcpkzoahkl aezlahktagmx gm HXP- Toax tofxax xfpyfx tg fxtk`laxo `fmhoekpb xtkt
gi daiifpfmt ekpbft lfkdfpx zkptahvlkplq `q kxxfxxamc sokt khtagmx daiifpfmt EMFx
kpf tkbamc tg xfpyf tof xghakl, fhgmgeah, kmd'gp cgyfpmkmhf kxzfhtx gi hgpzgpktfxghakl pfxzgmxa`alatq-
Soalf toax tofxax sall dpks hgezkpaxgmx `ftsffm Kefpahkm kmd Sfxtfpm
Fvpgzfkm hgezkmafx, tof daiifpfmhfx ekq klxg xogs tofexflyfx mkeflq fyadfmt am
zpgzfptq pacotx fmtpfmhofd am ykpagvx mktagmkl hgmxtatvtagmx- Am Kefpahk, to
zpayktf fmtfpzpaxf kmd zpayktf zpgzfptq okx `ffm tof pfxvlt gi k igpe gi hkzatklaxe to
gmlq iamdx atxfli pfcvlktfd sofm hktkxtpgzof xtpabfx tof fhgmgeah ekpbftx- Tof pfxv
ax tokt ekmq Kefpahkm hgpzgpktagmx xffe tg iamd tofexflyfx, gm tof gmxft gi
`vxamfxx, lfxx pfxzgmxa`lf tg tof zv`lah amtfpfxtx-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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3
Xtvdqamc kmd khbmgslfdcamc tofxf vmdfplqamc daiifpfmhfx hpfktfx cpfktfp
zgtfmtakl igp hgezkmafx gi kll xa~fx, sog lggb tg f zgvmd vzgm tofap hvppfmt HXP
ekpbftamc hgeevmahktagmx xtpktfcafx kmd ammgyktf am tof fiifhtayfmfxx gi tofapxtkbfogldfp fmckcfefmt- Pflfykmt tg toax lgmcatvdamkl xtvdq ax daxhvxxagm gi ogs
evltamktagmkl fmtfpzpaxfx hkm hgmtamvf tg tpkmxhfmd cfgcpkzoah `gpdfpx tg fmck
evlta%mktagmkl xtkbfogldfpx-
;-;-8 Dfiamatagm gi Tfpex
HXP ax k hgmhfzt sato mg hgmhpftf dfiamatagm- Kx k pfxvlt, at mffdx tg oky
hgmxtpvht `q soaho at hkm `f efkxvpfd kmd ykladktfd khhgpdamc tg k xft gi hpatfpak
/Hokplfx ) Oall, 0::4!- @fhkvxf gi tof yglvmtkpq mktvpf gi fxtk`laxoamc tofxf hpatfpa
tof tfpeamglgcq sato pfxzfht tg toax tofxax evxt `f hlkpaiafd-
Gi hgpzgpktf xghakl pfxzgmxa`alatq atxfli, Ekacmkm ) Ifppfll /0::4! spatf tokt
HXP fmhgezkxxfx mgt nvxt tof hgmxvefp, `vt kll xtkbfogldfpx- Tofq yafs zkxthgmhfztagmx gi HXP kx amhlvxayf gi xghakl g`lacktagmx, xtkbfogldfp g`lacktagmx,
dpayfm, kmd ekmkcfpakl zpghfxx- Toax ax hgmxaxtfmt sato gtofp tpkdatagmkl dfiam
HXP tokt amhlvdf fmyapgmefmtkl kmd xghakl ikhtgpx kx bfq tg k pfxzgmxa`lf `vxam
Tpazlf `gttge lamf ax k efkxvpfefmt gi xvhhfxx tokt tpkmxhfmdx tpkdatagmkl
fhgmgeah /gp iaxhkl xvhhfxx! kmd amxtfkd, amhgpzgpktfx xghakl kmd fmyapgmefmt
xvhhfxxfx kx sfll- Fmyapgmefmtkl xvhhfxx ekq amhlvdf pfdvhtagm gi hkp`gm feaxx
gp aezlfefmtktagm gi pfmfsk`lf fmfpcq xgvphfx- Xghakl xvhhfxxfx ekq amhlvdf
sgpbzlkhf kmd `vxamfxx zpkhtahfx, ovekm gp lk`gp pacotx, kmd hgeevmatq pflktagm
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
14/94
?
xzfhaiah, Tpazlf `gttge lamf pfzgptamc ighvxfx gm k hgezkmq x zfpigpekmhf am k
ykpaftq gi xghakl%pflktfd kxzfhtx /Txhogzz, 0::8!-
Xtkbfogldfp ax `fxt dfiamfd vxamc tof tpkdatagmkl hgmxtpvht zpgzgxfd `q
Ipffekm /;1?4> 06!>
K xtkbfogldfp am km gpckma~ktagm ax /`q atx dfiamatagm!kmq cpgvz gp amdayadvkl sog hkm kiifht gp ax kiifhtfd `qtof khoafyfefmt gi tof gpckma~ktagm#x g`nfhtayf-
Toax dfiamatagm ax egxt kzzlahk`lf, kx at pfilfhtx tof pflktagmxoazx `ftsffm tofhgpzgpktagm kmd kll gi atx fmyapgmefmtx /xghakl, mktvpkl, kmd fhgmgeah!- At oac
mgt gmlq xokpfogldfpx, sog okyf k dapfht iamkmhakl amilvfmhf gm tof hgpzgpktagm
amxtatvtagmx xvho kx mgm%cgyfpmefmtkl gpckma~ktagmx /MCG!, sog hgvld okyf
mktvpklaxt amilvfmhfx gm tof hgpzgpktagm /dfzfmdamc gm tofap ekmdktfx!-
Xtkbfogldfp axxvfx pkmcf ipge lk`gp pacotx tg fmyapgmefmtkl zgllvtagm tg iax
tpkmxzkpfmhq- Toax ikllx am lamf sato tof amdayadvkl kxzfhtx gi T@L pfzgptamc-
Ogsfyfp, kddpfxxamc gmf gi tofxf axxvfx ekq okyf k hgmhvppfmt kdyfpxf aezkht gm
gtofp axxvfx- Tof pfxvltamc aezkhtx ekq hpfktf k tpkdfgii xatvktagm sofpf tof
hgezkmq sall okyf tg fyklvktf tof gvthgefx gi tof xglvtagmx /Ekacmkm ) Ifppfll,
0::4!-
Xvxtkamk`alatq kmd xvxtkamk`lf `vxamfxx pfifpx tg tof k`alatq igp k hgpzgpktfmckcf atx xtkbfogldfpx am k `pgkd kppkq gi axxvfx tokt kiifht tof lgmc%tfpe xvpyayk
tof hgpzgpktagm kmd atx amtfpfxtx- Togvco tofpf kpf xgef amxtkmhfx sofpf
xvxtkamk`alatq xzfhaiahkllq pfifpx tg fmyapgmefmtkl aezkht, tof xhgzf gi toax tofxax
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
15/94
1
pf{vapfx hgezlftf xvxtkamk`alatq, kx at ax amtfcpkl tg daxhvxxamc HXP- K hgpzgpk
tokt khtx am k xghakllq pfxzgmxa`lf ekmmfp okx zgtfmtakl tg aezpgyf atx xvxtkamk`l
gvtlggb-
;-;-4 Dflaeatktagmx
Toax tofxax sall mgt tgvho vzgm tof hgpzgpktf xghakl pfxzgmxa`alatq gi xekll k
efdave%xa~fd fmtfpzpaxfx /XEF!- Tof xa~f kmd xhgzf gi XEFx hpfktf pfxgvphf%
zpgoa`atayf hgmxtpkamtx- Am kddatagm, tofap cfgcpkzoahkl pflktagmxoaz sato xtkb
ax tqzahkllq xekllfp kmd dgfx mgt zpgyadf evho gzzgptvmatq igp tof daxhvxxagm gi
evltamktagmkl xtpktfcq- Daxhvxxagm gi tof HXP ekpbftamc hgeevmahktagmx gi XE
`fttfp xfpyfd `q pfxfkpho am iafldx xvho kx xghakl fmtpfzpfmfvpxoaz gp XEF%xzfha
xtpktfcq-
Toax tofxax sall gmlq daxhvxx Kefpahkm kmd Sfxtfpm Fvpgzfkm EMFx- Tof
Vmatfd Mktagmx /0::3! okx k pfxtpahtayf hlkxxaiahktagm gi Sfxtfpm Fvpgzfkm hgvmIgp tof daxhvxxagm gi toax zkzfp ogsfyfp, Sfxtfpm Fvpgzf sall amhlvdf tof ekpbft
fhgmgeafx gi Fvpgzfkm hgvmtpafx sfxt gi tof xg%hkllfd Apgm Hvptkam gi Hgld Skp
hgeevmaxe- K ekngpatq gi tofxf hgvmtpafx kpf klxg efe`fpx gi tof Mgpto Ktlkmtah
Tpfktq Gpckma~ktagm, tovx dfegmxtpktamc xtpktfcah kllakmhfx mgt gmlq gm tof `kx
dfifmxf kmd xfhvpatq, `vt sato Kefpahkm amtfpfxt am ekamtkamamc ekpbft fhgmgeaf
Toax tofxax sall klxg ighvx gm k ykpaftq gi amdvxtpafx gi tof kvtogp x hoggxamc-
Tof xflfhtfd hkxfx xtvdq zfphfayfd amdvxtpq' lfkdfpx sog kpf ekpbft lfkdfpx kx sfll,
tovx dfegmxtpktamc tof aezkht gi HXP gm evltamktagmkl fmtfpzpaxfx- Vxamc tofxf
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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;:
hgpzgpktagmx igp xtvdq sall zpgyadf cpfktfp hgezkpaxgm kmd hgmtpkxt gi adfglgcah
daiifpfmhfx `ftsffm hgezkmafx ofkd{vkptfpfd am tpkdatagmkllq ekpbft fhgmgeafx-
Tof ekpbftamc ektfpaklx kpf klxglaeatfd `q tof kvtogp x cfgcpkzoah khhfxx tg
k ykpaftq gi xgvphfx- Kx tof kvtogpkmd tof kvtogp x kiialaktfd vmayfpxatq kpf lghktfd am
tof Vmatfd Xtktfx, cfgcpkzoq kmd lkmcvkcf pfxtpahtx tof yglvef gi kdyfptaxamc kmd
gtofp ekpbftamc ektfpaklx tokt hgvld fiifhtayflq f daxhvxxfd- At ax igp toax pfkxgm
hokztfp gm hkxf iamdamcx xacmaiahkmtlq hgmhfmtpktfx gm HXP pfzgptamc kx k efk
xtkbfogldfp fmckcfefmt- Txhogzz /0::6! xvccfxtx tokt xamhf tof AXG;4::; pfzgptamc
ipkefsgpb ighvxfx gm fmyapgmefmtkl axxvfx kmd XK?::: ipkefsgpb ighvxfx gm lk`gp
axxvfx, tof CPA kmd KK;:::X ipkefsgpbx kpf egpf sgptoq kmd kll%fmhgezkxxamc igp
hgezkpaxgmx gi hgezkmafx- Toax sall f daxhvxxfd am cpfktfp dftkal flgs-
0- Latfpktvpf Pfyafs
Toax hokztfp sall daxhvxx tofgpafx gi zpkhtahf kmd ogs tofq kpf vxfd `q Kefpahkm kmd
Sfxtfpm Fvpgzfkm EMFx- Tof hokztfp `fcamx sato km amtpgdvhtagm tg soq tof xv`nfht
ekttfp skx hogxfm- K dfxhpaztagm gi tof daiifpfmt zpkhtahfx sall klxg `f daxhvxxfd kmd
iamkllq tof hpatahaxe gi xgvphfx-
0-; Hogahf gi Xv`nfht
Tof kvtogp x amtfpfxt am HXP skx `gpmf gvt gi xtvdqamc k ykpaftq gi
evltamktagmkl hgpzgpktagmx kmd tof zgtfmtakl igp tofap zgxatayf aezkht- Kitfp pfkd
tof `ggb Mg Lgcg> Tkbamc Kae kt tof @pkmd @vllafx/Blfam, 0:::!, ivptofp mgm%
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
17/94
;;
khkdfeah pfxfkpho skx zvpxvfd sato tof cgkl gi iamdamc hgpzgpktagmx tokt sgvld
zgxatayflq fmckcf k evlta%xtkbfogldfp hgmxtatvfmhq- Tof lkpcfp kmd egpf clg`kllq
amtfcpktayf tof hgpzgpktagm, tof egpf pflfykmt tof pglf gi xtkbfogldfp fmckcfefmtsgvld zlkq am ekpbftamc hgeevmahktagmx-
Zpagp tg tofxax xtvdq,tof kvtogp x `flafi skx tokt tof f axtfmhf gi hgpzgpktagmx
ax k lfckl fmtpfmhoefmt gi `vxamfxx pacotx-Hkzklda /0::6! zgxatx tokt k iape ax k
mf vx gi hgmtpkhtx tokt kllgs amdayadvklx tgzvpxvf zfpxgmkl amtfpfxtx- Toax ax
hgmxaxtfmt sato klxg hgmxaxtfmt sato @kbkm x /0::8! zxqhoglgcahkl zpgialf gi k
hgpzgpktagm- Ogsfyfp, tofxf `vxamfxx pacotx dg mgt mfhfxxatktf tof ekmdktf gi
`vxamfxx pfxzgmxa`alatq-
Am Kefpahk, tof hgmhfztx gi zpayktf zpgzfptq kmd zpayktf fmtfpzpaxf kpf
fmtpfmhofd am tof mktagmkl hgmxtatvtagm, soalf tof egdfl gi Fvpgzfkm kllghktagm g
pfxgvphfx tfmdx tg lfkm tgskpd xtktaxt `vxamfxx- Tovx tof kvtogp pfhgcma~fd cpfktf
zgtfmtakl igp Fvpgzfkm egdflx gi HXP tg dfegmxtpktf hgeeatefmt gi zpayktfhgpzgpktagmx tg sgpb sato MCGx kx sfll kx sato cgyfpmefmtkl `vpfkvhpkhafx am
khoafyamc xghakl hokmcf-
Tof kvtogp xks k mffd tg oacolacot adfglgcahkl daiifpfmhfx am ekpbftamc
hgeevmahktagmx `q hgezkpamc Kefpahkm EMFx tg Sfxtfpm Fvpgzfkm EMFx- Tof
pfxvltx sgvld gtofpsaxf aezlq tokt dfxzatf tof cfgcpkzoq gi clg`kl ofkd{vkptfpx, tpvf
HXP ekpbftamc hgeevmahktagmx sgvld pf{vapf k egpf fiifhtayf fmckcfefmt gi
xtkbfogldfpx khpgxx tof clg`f-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
18/94
;0
0-0 Pfxfkpho Kzzpgkho
K ekngpatq gi tof latfpktvpf xflfhtfd igp toax xtvdq ax ipge tof Zpg[vfxt
flfhtpgmah dktk`kxf- Zpg[vfxt zpgyadfx gmlamf eahpgiale hgzafx ipge ykpagvxkhkdfeah ngvpmklx kx sfll kx zgzvlkp zpamt efdak- Tof cpfktfp zgptagm gi kptahlfx v
am toax zkzfp hgef ipge khkdfeah ngvpmklx ax zv`laxofd am 0::; gp lktfp, xamhf tof
xtvdq gi HXP am tof Vmatfd Xtktfx am zkptahvlkp ckamfd cpfktfp khkdfeah kttfmtagm
toax taef-
Am kddatagm, ykpagvx `ggbx am zgzvlkp efdak zv`lahktagm sfpf pfkd- Tofxf
`ggbx amhlvdf tgzahkl dfxhpaztagmx gi HXP'T@L hgmhfztx `q mgm%khkdfeahx kx s
hgpzgpktf zpgialfx tokt oacolacot ykpagvx `vxamfxx zpkhtahfx kmd xtpktfcafx-
Iamkllq, xfyfpkl hlkxxah zoalgxgzoahkl tf tx tokt lfmt tofexflyfx tg
vmdfpxtkmdamc xghakl aezkht kmd xghakl pfxzgmxa`alatq sfpf xtvdafd igp zfpxgmkl
bmgslfdcf- Kegmc toax latfpktvpf amhlvdfx Nfkm%Nkh{vfx Pgvxxfkv x Daxhgvpxf gm
tof Gpacam kmd @kxax gi Amf{vklatq Kegmc Efm kmd Tof Xghakl Hgmtpkht kx sfll kx
Kdke Xeato xTof Tofgpq gi Egpkl Xfmtaefmtx -
0-8 Latfpktvpf Xtvdq
Kx tof latfpktvpf hgmhfpmamc hgpzgpktf xghakl pfxzgmxa`alatq okx `ffm lkpc
dfyflgzfd gyfp tof zkxt dfhkdf, at ax aezgptkmt tg vmdfpxtkmd topff `pgkd%`kxfd
hgmhfztx tokt mgtagmkllq pflktf tg xtkbfogldfp fmckcfefmt> ;! hgpzgpktf xghakl
pfxzgmxa`alatq2 0! ekpbftamc hgeevmahktagmx2 kmd, 8! xghaglgcahkl daiifpfmhfx
`ftsffm Sfxtfpm Fvpgzf kmd tof Vmatfd Xtktfx-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
19/94
;8
@lggeft kl /;116!- zgxf tsg daiifpfmt{vfxtagmx gi k hgezkmq x xghakl
ekpbftamc f fphaxfx> ;! Ax xghaftq `fttfp gii `fhkvxf gi toax zpgcpke7 Kmd, 0! Okx
hgpzgpktf amyglyfefmt kllgsfd toax zpgcpke tg zfpigpe `fttfp tokm at sgvld ai at sfpfekmkcfd `q gmlq k mgmzpgiat gp cgyfpmefmt kcfmhq /;116!7 Kmxsfpamc tofxf
{vfxtagmx kllgsx tof k`alatq tg dftfpeamf tof fiifhtayfmfxx gi k hgezkmq x xghakl
ekpbftamc zpgcpke- Fyfm xg, at dgfx mgt mfhfxxkpalq efkxvpf dapfht hgppflktagm
`ftsffm k xghakl ekpbftamc hkezkacm kmd tof khtvkl gvthgefx-
Hoklkl kmd Xokpek /0::9! zpfxfmt k ipkefsgpb igp HXP tokt fmhgezkxxfx
iayf daiifpfmt kxzfhtx> ;! gpckma~ktagm hvltvpf2 0! ovekm pfxgvphfx2 8!
zpgdvht'xfpyahfx2 4! xghakl dfyflgzefmt khtayatafx2 kmd, 6! tof pfcvlktgpq fmyapgm
Tofxf iayf kmtfhfdfmtx gi HXP vltaektflq tpkmxlktf amtg pflktagmxoaz, fhgmgeah
zfpigpekmhf, kmd xghakl efkxvpfx tokt `glxtfp k hgezkmq x hgezftatayf kdykmtkcf-
Tovx, sofm k hgezkmq lfkpmx tg amtfcpktf HXP amtg atx khtayatafx vltaektflq lfkdamc
tg tof k`alatq tg cfmfpktf flfefmtx igp zgxatayf ekpbftamc at ax labflq tg hgmtpa`vtf tg `fmfiat tof hgezkmq x ekpbft gvtlggb- Tof dapfht hgppflktagm ogsfyfp, okx qft tg `f
zpgyfm-
F`fpokpd%Okppa`fq /0::9! {vfxtagmx softofp gp mgt tof HXP hgmhfzt ax pfkllq
k hgpf gi FV ivmhtagmx gp nvxt km kezlaiahktagm gi amtfpmktagmkl xfmtaefmt- Of
spatfx tokt HXP eacot f egpf gi k zkpkeftfp igp clg`kl xtpktfcq igp tof FV- Tof
tpkdatagmkl cpgvmdx gm soaho HXP ax igvmdfd kpf yglvmtkpq- Tofq amhlvdf tof
amhgpzgpktagm gi fmyapgmefmtkl pfxzgmxa`alatq kmd tof hgmhfpmx gi xtkbfogldfp
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
20/94
;4
Tof kmklqxax gi HXP am Sfxtfpm Fvpgzf zpfxfmtfd `q Eadttvmft kl - /0::9! ax
zkptahvlkplq fmhgvpkcamc tg vltaektflq zpgyadamc k `kxax gi hgmtpkxt sato Kefpahk
HXP- Tofq spatf tokt topff tqzfx gi sflikpf xtktfx f axt> tof Fvpgzfkmamxvpkmhf
egdfl, tof Mgpdah hata~fmx pacotx vmayfpxkl egdfl, kmd tof @pataxo pfxadvkl
egdfl- Toax ax pflktayflq hgmxaxtfmt sato tof tsg %hkzatklaxex tofxax zpgzgxfd am
Eahofl Kl`fpt x /;11;! `ggb, Hkzatklaxef hgmtpf Hkzatklaxef - Tof egpf amdfzfmdfmt
tokt xghakl sflikpf tpkmxifp zkqefmtx `fhgef ipge tof ekpbft, tof cpfktfp labflaoggd
tokt tof xtktf sall `f xqeeftpahkllq fe`fddfd- Tof `ggbHgpzgpktf Xghakl
Pfxzgmxa`alatq Khpgxx Fvpgzf /Ok`axhoft kl -, 0::6! klxg zpgyadfx ykpagvx dfzahtagmx
gi HXP egdflx am ykpagvx hgvmtpafx khpgxx Fvpgzf-
Mahoglkx Hkzklda /0::6> 4:?! zpgyadfx tof `fxt la`fptkpakm dfiamatagm gi tof
hgpzgpktagmx kx kptaiahakl hgmtpkhtvkl dfyahfx topgvco soaho xfli %amtfpfxtfd
amdayadvklx zvpxvf tofap zpayktf cggd am kccpfcktf ikxoagm- Hgmtpkpalq, tof
hgeevmatkpakm dfiamatagm gi hgpzgpktagm `fogldx tof hgpzgpktagm tg k xghakl cggd,pktofp tokm k zpayktf cggd- Toax vltaektflq tpkmxlktfx tg zglatahkl adfglgcafx tokt kp
zpfyklfmt am ekpbft fhgmgeafx- La`fptkpakm adfglgcafx sgvld tfmd tg xadf sato tof
Pfzv`lahkm /Tgpq! zglatahkl zkptq, soalf la`fpkl'hgeevmatkpakm adfglgcafx sgvld
tpkmxlktf tg tof Dfeghpktah /Lk`gvp! zkptq /Hkzklda, 0::6!-
Tof HXP egdfl ax k xgitfp egdfl tokt fmhgvpkcfx kmd amhfmtaya~fx
hgezkmafx tg zkptahazktf sato kll xokpfogldfpx- Toax ekq amhlvdf zv`lah pfhgcmatag
gi hgezkmafx tokt fmckcf am xghakl dfyflgzefmt- Toax fe`fddamc gi HXP ax
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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;6
amdahktayf gi k mfs fmckcfefmt egdfl ighvxamc egpf gm hgpzgpktf amtfpfxt, pktofp
tokm nvxt k sflikpf%xtktf xghakl hgpzgpktaxe zglatahkl fhgmgeq /Eadttvmft kl -, 0::9!-
K Ilfaxoekm%Oallakpd xvpyfq xogsx tokt Kefpahkm kdvltx `flafyf cggdhgpzgpktf xghakl pfxzgmxa`alatq lafx am ogs sfll hgezkmafx tpfkt tofap fezlgqffx
/amhlvdamc igpfacm fezlgqffx sgpbamc dgefxtahkllq kx sfll kx fezlgqffx am igpfacm
fmyapgmefmtx!- Tof pfxvlt gi toax xvpyfq amdahktfd tof kttatvdf hkppafd gyfp sato 3
gi Kefpahkm kdvltx am hgmxadfpktagm gi tofap zvphokxamc dfhaxagmx /Yfpxhoggp
Kefpahkm hgmxvefpx kpf klxg amtfpfxtfd am zvphokxamc ipge hgezkmafx tokt iat am
sato tofap zfpxgmkl yklvfx- Tof xvpyfq klxg igvmd tokt 0;& gi Kefpahkm kdvltx cayf
hgpzgpktagmx tgz ekpbx igp `famc xghakllq pfxzgmxa`lf- Igptq%xfyfm zfphfmt gi tof
xvpyfq x pfxzgmdfmtx `kxf tofxf nvdcefmtx gm amigpektagm g`tkamfdipge tof Amtfpmft-
Tof clg`kl pflfykmhq gi tof hgpzgpktagm x pfx zgmxa`alatq ax dfyflgzfd `q km
vmdfpxtkmdamc gi hgeevmkl hgeeatefmt- Nfvpaxxfm /0::4! gvtlamfx igvp `kxah ikht
tokt igpe tof khtayf hata~fmxoaz pglf> tof xghakl hgmtpkht, hgllfhtayf pfxzgmxa`alatq,khtayf pfxzgmxa`alatq, kmd tof nvpadahkl xtktf- Tof xghakl hgmtpkht, fxzgvxfd `q tof
la`fpkl toambfp Nfkm%Nkh{vfx Pgvxxfkv egyfx tg vmayfpxkllq `amdamc kcpffefmtx
khbmgslfdcf `kxah pacotx kmd ipffdgex am tof amtfpfxt gi tof zv`lah cggd- Hata~fmx
layamc vmdfp toax xghakl hgmtpkht vmdfptkbf k egpkl pfxzgmxa`alatq igp lgmc%tfpe
`fmfiatx-
Lkmtgx /0::0>0:9%0:3! spatfx am hgeefmdktagm gi kltpvaxtah HXP igp zpaykt
hgezkmafx, `vt am pfnfhtagm gi kltpvaxtah HXP igp zv`lah hgezkmafx- Khhgpdamc t
zkzfp, tofpf kpf topff tqzfx gi HXP>
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
22/94
;9
;! Ftoahkl HXP /k egpkl ivliallefmt gi pfxzgmxa`alatq `q hgezkmafx!20! Kltpvaxtah HXP /kllfyaktamc zgtfmtakl okpe, fyfm ai at dgfx mgt `fmfiat tof
hgpzgpktagm atxfli!2 kmd,8! Xtpktfcah HXP /ivliallamc pfxzgmxa`alatafx tokt sall xtpfmctofm zv`lahatq kcggdsall!-
Toax xogvld mgt `f tof hkxf-Tv~~glamg ) Kpekmda x /;1?;! kzzlahktagm gi
Ekxlgs x mffdx %oafpkphoq tg km gpckma~ktagm ikllx zfpifhtlq am lamf sato togxf sog
hktfcgpa~f k hgpzgpktagm kx k xamcvlkp fmtatq, kmklgcgvx tg k zfpxgm- Kx xvho,
mfhfxxkpq igp tof evltamktagmkl fmtfpzpaxfx tokt okyf klpfkdq ivliallfd tof `kxah mfflfyflx tg egyf tgskpd xfli%khtvkla~ktagm kmd `fqgmd- Hgpzgpktagm tokt efpflq ighv
gm xktaxiqamc tof mffd igp zpgiat sall mfyfp tpvlq khoafyf tof oacofp iamkmhakl xvhh
tokt ax `pfd ipge xfli%ivliallefmt-
Tof f tfpmkl amilvfmhfx gi fhgmgeah, xghakl, zglatahkl, kmd hvltvpkl ikhtgpx
vltaektflq xtaevlktf gp daxhgvpkcf hgpzgpktagmx am dapfhtamc xghakl pfxzgmxa`alat
zglahq kmd hgpzgpktf hata~fmxoaz /Nfvpaxxfm, 0::4!- Ekpbft hgmdatagmx hkm klxg
lkpcf aezkht gm softofp k hgezkmq hoggxfx tg fmckcf am tof egdfl- Daiifpfmt
cgyfpmamc `gdafx ekq `f egpf zfpeaxxayf gi hfptkam hgpzgpktf `fokyagpx, pfxvltamc
daxhgpdkmt `fokyagpx gm k clg`kl xhklf- Hgllfhtayf xghaftafx eacot fmhgvpkcf
hgllfhtayf pfxzgmxa`alatq, `vt mgt hkvxf evho hgmhfpm igp amdayadvkl pfxzgmxa`ala
Toax zxqhoglgcahkl daiifpfmhf eacot xfpyf tg f zlkam soq Xsfdaxo xghaftq kmdhgpzgpktagmx tfmd tg fmckcf am egpf xghakllq pfxzgmxa`lf egdflx, kx fyadfmhfd `q
Eadttvmft kl - /0::9!-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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;3
Txhogzz /0::6! spatfx k `pafi kxxfxxefmt gi tof cgyfpmefmtkl pglfx gi tof
Vmatfd Xtktfx kmd gi tof Fvpgzfkm Vmagm am amtfphfdamc am tof yglvmtkpq mktv
HXP pfzgptamc- Of hgmhlvdfx tokt Fvpgzf tkbfx k egpf zpgcpfxxayf kzzpgkho tgskpHXP pfzgptamc- Kx k pfxvlt, tof HXP pfzgptx gi tof ;11:x sfpf vxfd kx dkekcf
hgmtpgl igp hgezkmafx xvho kx Mabf kmd F gm- Zgxatayf gp mfcktayf fyfmtx hkm
aezkht k hgezkmq x sallamcmfxx tg amtfcpktf xghakllq pfxzgmxa`lf zpkhtahf /Sf`fp,
0::6!- Mgmftoflfxx, kt tokt taef tofpf sfpf mg pfkl pfzgptamc xtkmdkpdx igp HXP
pfzgptamc- Toax efkmt tokt tof pfzgptx tokt sfpf zv`laxofd tfmdfd tg `f k igpe gi
`akxfd ekpbftamc kmd zv`lah pflktagmx, pktofp tokm k cfmvamf daxzlkq gi khtagm-
Toax igllgsx k 0::8 kptahlf am soaho of spatfx tokt hgezkmafx am tof
ekmvikhtvpamc, fmfpcq, kmd igpfxtpq amdvxtpafx vxf xaealkp pfzgptamc tfhoma{vfx
T@LU kx k efkmx gi kmxsfpamc tofap hpatahx- Ogsfyfp, satogvt cvadflamfx gp
xtkmdkpdx, tof pfzgptamc gi T@L pfzpfxfmtx lattlf egpf tokm k ekpbftamc zgxatagma
tfhoma{vf-Dallfp /;111>;04%;06! zgxatx evltazlf kppkmcfefmtx igp amhpfkxamc HXP
tpkmxzkpfmhq- Tof iapxt ax k zpaykta~fd evltalktfpkl ipkefsgpb tokt `fcamx kxxfxxamc
fmtfpzpaxf zfpigpekmhf am HXP- Xfhgmd, xof xvccfxtx pfhazpghatq kppkmcfefmtx
mktagmkl lfyfl /igp amxtkmhf, tof amhgpzgpktagm gi HXP amtg `a%lktfpkl tpkdf dfkl
Toapd, xof xvccfxtx amtfpcgyfpmefmtkl cvadflamfx gm fmtfpzpaxf xghakl zglahafx, x
tof GFHD Cvadflamfx gm Evltamktagmkl Fmtfpzpaxfx- Igvpto, xof xvccfxtx k
oq`pada~fd yfpxagm gi zv`lah kmd zpayktf zkptahazktagm topgvco evltalktfpkl zv`lah
pfcvlktagm-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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;?
Fmyapgmefmtkl hgmhfpmx okyf hkvxfd hgezkmafx tg ighvx amtfpmkllq gm ho
satogvt dfifpfmhf tg f tfpmkl, gp amdfzfmdfmt, yfpaiahktagm /Fzxtfam, ;114!-
Ipkefsgpbx igp HXP pfzgptamc sgvld mgt gmlq zpgyadf hgezkmafx sato k cvadflamfigp hvppfmt pfxzgmxa`alatafx, `vt klxg k zpgnfhtagm igp ivtvpf zpg`lfex-
Dkyad ^vhbfp gi zv`lah pflktagmx kcfmhq Zgptfp Mgyflla dfiamfx hkvxf%pflk
ekpbftamc kx k lgmc%tfpe zkptmfpxoaz `ftsffm k mgm%zpgiat cpgvz kmd k hgpzgpktag
tokt, vmlabf hgpzgpktf zoalkmtopgzq, ax zkpt gi k hggpdamktfd ekpbftamc zpgcpke
/Oaccamx, 0::0!- Toax tqzahkllq amyglyfx k topff% tg iayf%qfkp hgeeatefmt gm tof z
gi tof xzgmxgpamc hgpzgpktagm- Tovx, tofpf sgvld okyf tg `f k xacmaiahkmt lambkc
`ftsffm k hgpzgpktagm kmd k hkvxf tg fmhpgkho gm kmgtofp hgezkmq x hkvxf-
Sf`fp /0::6! xvccfxtx tokt, fyfm am tof iamkmhakl xfpyahfx amdvxtpq, xgef
hgezkmafx hoggxf tg fmckcf am xghakllq pfxzgmxa`lf zpkhtahf fyfm sofm at ax mgt k
ivmhtagm gi tof `vxamfxx- Am xzatf gi mgt `famc pflktfd tg tof hgpf ivmhtagm, tofxf
`vxamfxxfx `flafyf tokt tof xghakllq pfxzgmxa`lf zpkhtahf sgvld hpfktf k `fttfp aekcfigp tof amxtatvtagmx-
Xtkbfogldfp tofgpq xkqx tokt ekmkcfpx xogvld `f hgmxadfpamc tof amtfpfxtx g
kll sog kpf kiifhtfd `q k iape- Toax amhlvdfx xfhgmdkpq xtkbfogldfp cpgvzx tokt okyf
mg hgmtpkhtvkl tafx tg km gpckma~ktagm /Pg`amx, 0::6!- Pg`amx {vfxtagmx ai egpk
pfxzgmxa`alatq mgmftoflfxx lfcataea~fx HXP tofgpq- Ax tofpf cfmvamf iadvhakpq
pfxzgmxa`alatq tg xfhgmdkpq xtkbfogldfpx satogvt pfhgvpxf tg hgeefphakl g`lacktagm
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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;1
Zfpokzx mgt, `vt hgmxvefpx ekq `f xbfztahkltgskpd k hgezkmq x tpvf
egtayfx igp lambamc tg k hkvxf- Amxtfkd, at ekq `f xffm xglflq kx k efkmx tg fmokm
xklfx, pktofp tokm cfmvamf dfxapf igp xghakl hgeeatefmt /@kpgmfft kl -, 0:::!- Toaxgitfm lfkdx hgmxvefpx tg {vfxtagm soq hgezkmafx kpf kttfeztamc tg zfpxvkdf tofap
zvphokxamc `fokyagpx- Tovx, hgmxvefp kttatvdfx tgskpd k hgezkmq ekq khtvkllq
kiifht tofxf zvphokxamc `fokyagpx- Amdayadvkl xtkbfogldfpx ekq tfmd tg fmckcf km
daxhvxx axxvfx gm k zfpxgmkl `kxax, fyfm ai tofq dg mgt `flgmc tg kmq tqzf gi igpek
gpckma~ktagm /Ekacmkmft kl- , 0::6!- Toax amtfpzpftx kx k dapfht iadvhakpq
pfxzgmxa`alatq tg xfhgmdkpq xtkbfogldfpx-
Eadttvmft kl- /0::9! fxtk`laxo igvp daiifpfmt cpgvzamcx gi Sfxtfpm Fvpgzfkm
xghakl egdflx kmd pkmb tofe khhgpdamc tg xghakl hgpzgpktaxe kmd sflikpf xtktf
kzzpgkhofx /0::9!- Tofxf egdflx kpf tof Mgpdah xtktfx /Iamlkmd, Dfmekpb, Mgpskq,
Xsfdfm!, tof Kmclg%Xk gmx /Vmatfd Bamcdge, Vmatfd Xtktfx, Apflkmd!, tof
Efdatfppkmfkmx /Xzkam, Atklq, Zgptvckl, Cpffhf!, kmd tof hgmtamfmtklx /Kvxtpak,Xsat~fplkmd, Mftofplkmdx, @flcave, Cfpekmq, Ipkmhf!-
Khhgpdamc tg Eadttvmft kl- , tof Mgpdah egdfl zvllx xtpgmclq tgskpd xghakl
hgpzgpktaxe, soalf tof hgmtamfmtkl kmd Efdatfppkmfkm egdflx kpf egpf tgskpd tof
hfmtpf kmd Kmclg%Xk gm egdfl ax ikptofxt ipge xghakl hgpzgpktaxe kmd xghakl zgl
egdflx- Tof xzlat gi tofxf egdflx zpfxfmtx g`xtkhlfx igp EMFx tg kdyfptaxf lghkllq-
Hgmhfztx gi cgamc clg`kl, toambamc lghkl sgvld tovx kltfp tof hpgxx%`gpdfp kzzpgkho
tg HXP fe`fddfdmfxx am ekpbftamc-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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0:
Okppax /0:::! xvccfxtx tokt am gpdfp tg gyfphgef tof hokllfmcfx gi ekpbftamc
tg tof FV, Kefpahkm iapex `kmd tgcftofp xaealkp tg xtpktfcah `vxamfxx vmatx, pktofp
tokm kx hgezftatgpx- Ogsfyfp, toax sgvld mfcktf amtfp%iape hgezftatayf kdykmtkcf-Ai hgezkmafx hgezftf sato fkho gtofp gm clg`kl ekpbftamc, tofq xogvld `f hgezftamc
gm hgpzgpktf xghakl pfxzgmxa`alatq kx sfll-
Lvg ) Dgmtov /0::9! zpgyadf km f tfmxayf tofgpq gi yklvamc Ekpbftamc
Hgeevmahktagmx Zpgdvhtayatq /EHZ!- Am tofap zkzfp /0::9> 3;%30!, tofq dfiamf
EHZ kx tof gztaekllq sfacotfd pktag gi ekpbftamc gvtzvtx /xklfx lfyfl, xklfx cpgsto,
kmd hgpzgpktf pfzvtktagm! tg ekpbftamc hgeevmahktagm f zfmdatvpf /kdyfptaxamc
efdak xzfmdamc am `pgkdhkxt, zpamt, kmd gvtdggp kmd xklfx zpgegtagm f zfmdatvpf!-
Togvco tof kvtogpx pfhgcma~f tof amilvfmhfx gi EHZ kx `famc hvpyalamfkp,
tofq klxg xogs tokt oacofp pfxfkpho kmd dfyflgzefmt f zfmdatvpfx hkm amhpfkxf EHZ
soaho am tvpm amhpfkxfx tof hgezkmq x yklvf- EhCvapf ft kl - /;1??! xvccfxt tokt
iapex sato lgsfp xghakl pfxzgmxa`alatq zpkhtahf tfmd tg igllgs sato lgsfp pftvpmx gmkxxftx- Tovx, fiifhtayf ekpbftamc okx tof k`alatq tg fmokmhf xokpfogldfp yklvf-
Fezapahkl pfxfkpho `q Xamcokzkbdaft kl- /;119! xvccfxtx km k`alatq tg ckvcf
ekpbftamc zfphfztagmx gi HXP-
Sato pfxzfht tg HXP ekpbftamc, Ekacmkm ) Ifppfll /0::4! xtktf tokt
xtkbfogldfp egtayktagm igp HXP ax tsgigld> ;! at fmk`lfx tof hgpzgpktagm tg hgmigpe
amxtpvefmtkl mgpex kmd `fokyagpx2 kmd 0! at fmhgvpkcfx egpkl `fokyagp-
Evpzoqft kl - /0::6> ;:6:%6;! fxxfmtakllq pfdfiamf tof ivmhtagm gi xtkbfogldfp
pflktagmxoaz ekpbftamc kx igllgsx>
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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0;
Xtkbfogldfp pflktagmxoaz ekpbftamc amyglyfx hpfktamc,ekamtkamamc, kmd fmokmhamc xtpgmc pflktagmxoazx satohvxtgefp, fezlgqff, xvzzlafp, hgeevmatq, kmdxokpfogldfp xtkbfogldfpx gi k `vxamfxx sato tof cgkl gi dflayfpamc lgmc%tfpe fhgmgeah, xghakl, kmdfmyapgmefmtkl yklvf tg kll xtkbfogldfpx am gpdfp tgfmokmhf xvxtkamk`lf `vxamfxx iamkmhakl zfpigpekmhf-
Ogfiilfp ) Bfllfp /0::0! gvtlkq xa kpfkx sofpf hgpzgpktagmx sofpf HXP
ekpbftamc hkm xtpfmctofm `pkmd kxxghaktagmx> ;! @valdamc `pkmd kskpfmfxx2 0
Fmokmhamc `pkmd aekcf2 8! Fxtk`laxoamc `pkmd hpfda`alatq2 4! Fygbamc `pkmd if6! Hpfktamc k xfmxf gi `pkmd hgeevmatq2 kmd, 9! Flahatamc `pkmd fmckcfefmt- To
eappgpx Mflxgm x /;134! oafpkphoq%gi%fiifhtx egdfl-
Tof 0::0 Sgpld Fhgmgeah Igpve adfmtaiafd igvp daiifpfmt xfli%amtfpfxtfd
pfkxgmx soq `vxamfxxfx xtpayf tg `fcggd hgpzgpktf hata~fmx> tg fmokmhf tofap
hgpzgpktf kmd `pkmd pfzvtktagm2 tg kttpkht cggd fezlgqffx2 tg zpgtfht tofap lahfmxf
gzfpktf2 kmd tg oflz hgezftf igp ekpbft zgxatagm /Pg`amx, 0::6> ;:?!- Soalf tofxf
pfkxgmx ekq mgt gzfpktf am kltpvaxtah haphvextkmhfx, tofq mgmftoflfxx zpgyadf ke
pfkxgm igp `vxamfxx tg xghakllq fmckcf sato ykpagvx xtkbfogldfpx-
Mfsfp dfiamatagmx gi ekpbftamc amhlvdf tof hgmhfzt gi ekmkcamc mgt gmlq
hvxtgefp pflktagmxoazx, `vt `fmfiattamc kll xtkbfogldfpx kx sfll- Toax efkmx tokt
ekpbftamc evxt mgt `f xglflq hvxtgefp%gpafmtfd, `vt amxtfkd xtkbfogldfp%gpafmtfd sfll /Ekacmkmft kl -, 0::6!- Xtkbfogldfp%gpafmtfd amataktayfx xogvld amhlvdf, `vt mg
`f laeatfd tg, lk`gp, xghakl, fmyapgmefmtkl, kmd hgpzgpktf cgyfpmkmhf axxvfx- Sato
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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00
pfxzfht tg tof XK ?::: xtkmdkpd, Ealfx ) Evmallk /0::6! fiifhtayflq hokpt atx aezkht
gm tof ekpbftamc ea -
Tpvxtsgptoamfxx am tof eamdx gi hgmxvefpx ax vltaektflq dfzfmdfmt gm tofmktvpf gi paxb kxxvefd `q k hgpzgpktagm x khtagmx- Amvmikygpk`lf paxb hgmdatagm, tof
hgezkmq tokt ax zfphfayfd kx gyfphgeamc togxf paxbx ax gitfm kddatagmkllq zfphfay
kx egpf tpvxtsgptoq /K{vfyf{vf, 0::6!- Zgxatayf hgpzgpktf pfzvtktagmx hkm oflz
iapex amhpfkxf tofap khhfxx tg hkzatkl sato lfxx fiigpt /Doap ) Yamfm, 0::6!-
0-4 Hpata{vf gi Xgvphfx
Hlfkplq igpekla~amc k ipkefsgpb igp HXP fmk`lfx k hgpzgpktagm tg ekamtkam
tpkmxzkpfmt hgeevmahktagmx- Ekacmkmft kl - /0::6! daxhvxx igpekla~fd HXP
ipkefsgpbx zfpokzx amhlvdamc fmdgpxfefmtx igp daiifpfmt xghakl hokptfpx- Togvco
toax ax k sgptoq zpgzgxatagm, km fmdgpxfefmt gi zpamhazlfx dgfx mgt mfhfxxkpalq
dfegmxtpktagm gi kdofpfmhf- Tovx, hgezkmafx evxt tpfkd hkpfivllq q lfcataea~amcipkefsgpb igpekla~ktagm sato khtagmx-
Tof fhgmgeftpah kmklqxax `q Pfmmamcxft kl - /0::8! gi 0;4 Fvpgzfkm
hgpzgpktagmx xogsx tokt tof fmyapgmefmtkl kmd xghakl aezkhtx dg mgt mfhfxxkpalq
amhpfkxf hgpzgpktagmx xokpf zpahfx- Tofap `flafi, sato zkptahvlkp pfxzfht tg
fmyapgmefmtkl axxvfx, ax tokt pfcvlktagm sall okyf egpf fiifht gm xokpf zpahf tokm
yglvmtkpq xvxtkamk`alatq efkxvpfx- Ogsfyfp, xamhf dktk ipge tofxf pfxvltx skx
hgezalfd `ftsffm ;119 kmd 0::;, tofpf ax mg hgmxadfpktagm gi tof Kefpahkm
hgpzgpktf khhgvmtk`alatq xhkmdklx kmd tfppgpaxt kttkhbx am 0::;-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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08
@gto gi tofxf fyfmtx hpfktfd xacmaiahkmt aezkht gm tof amhpfkxfd pflfykmhq
HXP kx yglvef gi latfpktvpf gm tof xv`nfht okx amhpfkxfd xamhf tokt taef-
Mgmftoflfxx, evho gi tof latfpktvpf pfhgcma~fx toax amhpfkxfd HXP kdyghkhq satopfxzfht tg tof Vmatfd Xtktfx egpf xg tokm Sfxtfpm Fvpgzf- Ax HXP k efpf ekttfp gi
hgdfx gi ftoahx kmd hgezlakmhf gp gi hgmtpa`vtagmx tg xghaftq7 Fkxt kmd Sfxt
hgpzgpktf zoalgxgzoafx okyf daiifpfmt gvtlggbx, sato Fkxtfpm iapex kzzpgkhoamc HX
ipge tof igpefp zfpxzfhtayf /Pg`amx, 0::6!-
Am k zkzfp gm tof f zpfxxagm gi yklvfx `q Xsfdaxo hgezkmafx, @kldyamxdgtt
) Ngomkmxxgm /0::9>;08! spatftokt pfxzgmxa`lf yklvfx kpf k mgpe tokt ax xvzzgptfd
`q tof xtfskpdxoaz ekmkcfefmt xtpvhtvpf sato atx oaco lfyfl gi hgeeatefmt kmd
dfdahktagm- Sofm zfgzlf yaglktf tof gpckma~ktagmkl hata~fmxoaz `fokyagp mgpe, gt
ekbf xtpgmc pfkhtagmx%`gto togxf sog kpf dapfhtlq kiifhtfd kmd togxf sog xkifcvkpd
tof mgpe-
Toax ax dfegmxtpktfd gi zkptahvlkp aezgptkmhf tg k hgezkmq xvho kx O)E,soaho xtkbfx atx hgpzgpktf pfzvtktagm gm `famc k pfxzgmxa`lf hgpzgpktagm- Bfq tg
ax atx gsm yaxagm gi HXP allvxtpktfd am atx 0::6 Hgpzgpktf Xghakl Pfxzgmxa`alatq
Pfzgpt, am soaho at khbmgslfdcfx tof hkvxf kmd fiifht pflktagmxoaz `ftsffm fkpmamc
xtkbfogldfpx tpvxt kmd vzogldamc ovekm pacotx kmd hgmtpa`vtamc tg xvxtkamk`lf
dfyflgzefmt- Atx hgpzgpktf efe`fpxoazx am ykpagvx HXP'xvxtkamk`lf dfyflgzefmt
gpckma~ktagmx kpgvmd tof sgpld okyf fkpmfd at hgmxtatvfmhq xtktvx gm ykpagvx
xvxtkamk`alatq amdf fx xvho kx ITXF4Cggd kmd Dgs Ngmfx Xvxtkamk`alatq Amdf -
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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04
Fmckcamc atx xtkbfogldfpx gm k evlta%axxvf ipgmt okx zpgegtfd tof xtfskpdxoaz tokt
okx `fhgef f zfhtfd gi Xsfdaxo hgpzgpktagmx-
Am kddatagm, tofpf ax mg hlfkp gvtlggb gm tof ivtvpf gi HXP am ekpbftamchgeevmahktagmx, zkptahvlkplq kx hgpzgpktf fmckcfefmtx kpf hgezlftflq yglvmtkpq-
Gmf gi tof egxt xacmaiahkmt hgmtpa`vtagmx tg tof laxt gi HXP ekpbftamc
hgeevmahktagmx tgglx okx `ffm tof HXP /gp fyfm Xvxtkamk`lf @vxamfxx! kmmvkl p
Qft Lkvifp /0::8! spatfx tokt sato mg ekmdktgpq f tfpmkl yfpaiahktagm, V-X- kmd
Fvpgzfkm HXP pfzgptamc tfmdx tg okyf k clgxx, khtamc egpf kx k zv`lah pflktagmx kmd
`pkmd aekcamc tggl- Toax okx `pgkdfp aezlahktagmx igp XPA amyfxtgpx sog xffb
togpgvco kmd khhvpktf amigpektagm sofm zfpigpeamc dvf dalacfmhfgm k hgpzgpktagm x
HXP-
Lkvifp x zgamt ax kmd xogvld `f sfll%hgmxadfpfd- Tof yglvmtkpq mktvpf gi HX
pfzgptamc kx k ekpbftamc tggl okx gzfmfd atxfli tg km kppkq gi zpg`lfex- Mgt tof lfk
gi tofxf zpg`lfex ax tof dalfeek gi softofp gp mgt HXP pfzgptamc xogvld `fpfcvlktfd-
Txhogzz /0::8! `flafyfx tokt tof hokmcf tg T@L pfzgptamc sgvld mgt `f tokt
daiiahvlt, xamhf hgezkmafx kpf klpfkdq `fogldfm tg ifdfpkl pfcvlktgpq kcfmhafx am
zpgdvhamc tof pf{vapfd dktk- Kx k pfxvlt, toax dktk sgvld mffd tg `f amdfzfmdfmtlq
yfpaiafd `q km f tfpmkl xgvphf- Txhogzz klxg khbmgslfdcfx tokt tof CPA sgvld `f
k xvatk`lf xft gi cvadflamfx igp T@L pfzgptamc, `vt xffx k mffd igp tof Xfhvpatafx km
F hokmcf Hgeeaxxagm /XFH! tg tkbf atx gsm amataktayf tg hpfktf xvho pfzgptamc
zpghfdvpfx-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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06
Ealfx ) Evmallk /0::4! xvccfxt tokt kmq igpe gi hfptaiahktagm xtkmdkpdx /kmd
sf hgvld labflq kxxvef ekmdktgpq pfcvlktgpq pfzgptamc kx sfll! sgvld aezgxf k
dpkxtah `vpdfm hgxt gm XEFx, soalf mgmftoflfxx kllgsamc tofe tg ekmkcf tofap HXPzfpigpekmhf pfzvtktagm- Nvxt kx {vklatq xtkmdkpdx kpf efkxvpfd `q AXG tg fmxvp
hgmxaxtfmhq am tof {vklatq gi ektfpaklx, zpgdvhtx, zpghfxxfx, kmd xfpyahfx, xg mff
`f HXP xtkmdkpdx- Toax sgvld hpfktf tpkmxzkpfmt kmd efkxvpk`lf gvthgefx igp
`vxamfxx tokt kpf lggbamc tg tvpm k xghakllq `fmfiahakl zpgiat /Hokplfx ) Oall, 0::4!-
@vxamfxxfx kpf amhpfkxamclq tvpmamc tg HXP kx k efkmx gi amhgpzgpktam
hgmhfpmx gi kll xtkbfogldfpx- Toax ax aezgptkmt xamhf fhgmgeahx kpf xokzamc tof
`gttge lamf soalf mfs igpex gi efdak hgeevmahktagmx kpf amhpfkxamc tof zpfxxvpf ig
hgpzgpktagmx tg `fhgef tpkmxzkpfmt- Tof oacofp tof amtfcpktagm gi HXP kzzpgkho
tof egpf labflq tofpf sall `f `fttfp `pkmd f{vatq, `fttfp HXP zpkhtahf kmd vltaektflq, k
hgezftatayf kdykmtkcf /Hokokl ) Xokpek, 0::9!-
Sato pfxzfht tg ekpbftamc, k iape x zgxatayf xtkbfogldfp fmckcfefmt ax oacolq
pflfykmt tg amhpfkxfd `pkmd f{vatq- Igp amxtkmhf, tof mgtagm tokt tof Amtfpmft hk
fiifhtayf tggl gi fmckcfefmt ax mgt vmpfkxgmk`lf- Yfpxhoggp /0::9! spatfx tokt
hgmxvefpx `flafyf tof Amtfpmft ax k egpf pflak`lf, vmialtfpfd, vmfdatfd yafs gi
amigpektagm- Kx k pfxvlt, hgmxvefpx klxg tfmd tg vxf tof Amtfpmft tg fmckcf hgezk
am zkptahazktamc am pfxzgmxa`lf `fokyagp-
Fzxtfam /;114! ikvltx HXP pfzgptamc kx k zv`lah pflktagmx tggl, pktofp tokm k
igp`fkpamc amxtpvefmt gi hokmcf- Am Kefpahk, tof`flafyfp gi kdyfptaxamc tfmdx tg
`f lgsfp amhgef kmd lfxx fdvhktfd tokm tof xbfztah, sog ax cfmfpkllq gi eaddlf
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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09
amhgef gp oacofp kmd `fttfp fdvhktfd- Ogsfyfp, toax lkttfp cpgvz gi zfgzlf okx tof
cpfktfxt zgtfmtakl igp hgmxvefpaxt gpafmtktagm /Salxgm, ;138!-
Khhgpdamc tg k Dkmafl Xtkpho ) Xtkii xtvdq gm hgmxvefp kttatvdfx, 61& gi tpfxzgmdfmtxiflt tokt igp egxt zpgdvhtx, tofpf kpf mg daiifpfmhfx `ftsffm `pkmdx
/Salxgm, ;138!- Toax lfmdx hgmxaxtfmt xvzzgpt tg tof cpfktfp zgtfmtakl tokt HXP hk
okyf gm `pkmd daiifpfmtaktagm kmd zgxatagmamc-
Toax klxg efkmx tokt Nfvpaxxfm x /0::4! mgtagm gi hata~fmxoaz fhgefx
oacolq pflfykmt tg tof hgpzgpktf adfmtatq- K hata~fmdfmgtfx km fmtatq tokt ax k
efe`fp gi tof xghakl hgmtpkht- Am tof hkxf gi hgpzgpktf hata~fmx, toax ax k xghakl p
soaho amhlvdfx k xghakl hgezkht gi `vxamfxx, gi ftoahx, kmd gi zpamhazlf-
Gpckma~ktagmx xffb tg ogegcfma~f tofexflyfx am eaefxax, hgfphagm, kmd tof xzpfkd
gi mgpex /Lkeefpx, 0::8!- Toax ogegcfma~ktagm ax hgmxaxtfmt sato tof mgtagm gi
hgpzgpktf ftogxfx `famc amhgpzgpktfd kmd hgeevmahktfd topgvco gvt yfptahkl kmd
ogpa~gmtkl xtpvhtvpfx gi k hgpzgpktagm-Tpkdatagmkllq, egxt xghakl ekpbftamc okx `ffm ipge mgmzpgiat gpckma~ktagm
/@lggeft kl -, ;116!- @vt at ax hlfkp tokt ekpbftamc okx tof k`alatq tg `fmfiat hgpzgpkt
amtfpfxt kmd pkaxf T@L- Hgpzgpktf zoalkmtopgzq kmd hkvxf%pflktfd ekpbftamc o
cfmfpktfd k`gvt $3:: eallagm ipge V-X- hgpzgpktagmx /Oaccamx, 0::0!-
Hgpzgpktagmx sall xtkpt /kmd amdffd, okyf xtkptfd! tg pfkla~f tokt zpkhtahamc
HXP sall `fhgef k xvpyaykl tkhtah, fyfm ai xkad hgpzgpktagmx kpf mgt ekmdktfd `q k
gtofp amxtatvtagm tg dg xg /Tv~~glamg ) Kpekmda, ;1?;!- Kx tof hgpzgpktagm zlkqx
egpf amtfcpkl zkpt gi xghaftkl dfhaxagmx, tof dfhaxagmx at ekbfx klxg hpfktfx k sadf%
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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03
pkmcf gi xghaftkl aezkhtx- Tof xvhhfxxfx gi hgpzgpktagmx sall vltaektflq dfzfmd gm
tofap hpvhakl k`alatq tg `klkmhf tofxf aezkhtx-
8- Kzzlafd Iamdamcx
Toax hokztfp xtvdafx HXP ekpbftamc hgeevmahktagmx gi xfyfpkl Kefpahkm kmd
Sfxtfpm Fvpgzfkm EMFx xzkmmamc igvp daiifpfmt amdvxtpafx-
8-; Eftogdglgcq
Tof pfkxgmx igp tof kvtogp x xflfhtagm gi tof amdvxtpafx daxhvxxfd am toax
xfhtagm kpf tpa%igld> ;! zfpxgmkl amtfpfxt am hfptkam xghakllq pfxzgmxa`lf hgpzgp
hfptkam gi tof amdvxtpafx am tof xkef cfgcpkzoah pfcagm okyf gmf gp egpf tokm gmf
hgezkpk`lf xghakllq pfxzgmxa`lf `vxamfxx egdflx2 kmd, 8! hfptkam gi tof hgpzgpktag
daxhvxxfd kpf lkpcf am xhklf `vt mgt mfhfxxkpalq yaxa`lf gm k evltamktagmkl xhgzf-
Soalf tofxf kzzlafd iamdamcx dahtktfd k cpfktfp xfmxatayatq tg ekpbftamc
hgeevmahktagmx, at skx mgt klskqx zgxxa`lf tg kekxx k hgezlftf pfzgxatgpq gi HXP
ekpbftamc efdak- Kx daxhvxxfd k`gyf, cfgcpkzoah laeatktagmx hpfktfd km aezpkhtah
`kppafp tg g`tkamamc kll ekpbftamc zpgdvht cfmfpktfd `q tofxf hgpzgpktagmx- Efdak
skx hvllfd dapfhtlq ipge pftkal gzfpktagmx, gtofp skx igvmd am zgzvlkp efdak
/amhlvdamc ekck~amfx kmd mfsxzkzfpx!, soalf gtofp skx igvmd topgvco dapfht
ekpbftamc ektfpakl-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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0?
8-;-; Cpffmskxoamc Ekpbftamc
Ax at zgxxa`lf igp k hgezkmq tg kdyfptaxf atx xghakllq pfxzgmxa`lf zpkhtahfx a
pfkxgmk`lf ekmmfp soalf pfilfhtamc zgxatayflq gm atx `pkmd aekcf kx sfll7 Soalf at aaezgptkmt tg `pkmd f{vatq tokt hgezkmafx kdyfptaxf tofap xghakllq pfxzgmxa`lf
zpkhtahfx, tofpf xogvld `f mg {vfxtagm gi tof aezgptkmhf tokt tof kdyfptaxamc efxxkc
atxfli ax mgm%oqzghpatahkllq hgmxaxtfmt sato hgpzgpktf khtagmx- Kx tof dacatkl k
`pffdx khhgvmtk`alatq kmd tpkmxzkpfmhq, xg at ax tokt xvho kdyfptaxfefmtx hkm xfp
`glxtfp k hgezkmq x aekcf- Zpgzgmfmtx gi kdyfptaxamc xghakllq pfxzgmxa`lf zpkhtahfx
sgvld kcpff tokt k hgezkmq x k`alatq tg ekamtka m k hgmxaxtfmt kdyfptaxamc efxxkcf,
soalf hgmtamvamc tg amhgpzgpktf pfxzgmxa`lf `vxamfxx zpkhtahf gmlq xfpyfx tg am
tof `pkmd x yklvf kmd `pkmd f{vatq-
Gi kll tof FXC /Fmyapgmefmtkl, Xghakl, kmd Cgyfpmkmhf! axxvfx, tof
fmyapgmefmt okx okd tof egxt pflfykmt aezkht gm hgpzgpktf xghakl pfxzgmxa`alatq-
pfhfmt qfkpx, tof xzktf gi kdyfptaxfefmtx `vpmaxoamc hgpzgpktagmx fmyapgmefmtkl
hpfdfmtaklx okx `fhgef bmgsm kx cpffmskxoamc- Toax tfpe, iapxt `pgvcot tg
zpgeamfmhf `q Egtofp Ngmfx ekck~amf /@ffpxft kl -, ;11;! xft gvt tg dfxhpa`f
amhgmxaxtfmhafx `ftsffm ekpbftamc kmd kdyfptaxamc amataktayfx kmd tof amhgmc
khtagmx zfpigpefd `q tof giifmdamc hgezkmafx- Tofpf ax gitfm fppkmt daxhgpd `ftsff
kdyfptaxamc efxxkcfx kmd khtagmx, zgtfmtakllq lfkdamc tgskpdx k hgmxvefp xfmxf
xbfztahaxe kmd daxtpvxt kmd dkekcamc `pkmd f{vatq- Soalf Ealtgm Ipafdekm /;13:!
xvccfxtfd tof pfxzgmxa`alatq gi `vxamfxx ax tg ek aea~f zpgiatx kmd mgtoamc flxf, oa
xtktfefmt gyfpxaezlaiafx tof ftoahkl pkeaiahktagmx gi `vxamfxx-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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01
8-;-0 Daxtpvxtamc kttatvdfx tgskpd HXP ekpbftamc
Tof k`alatq igp k hgezkmq tg xvhhfxxivllq amataktf cpffmskxo kdyfptaxamc
xogvld lgcahkllq zpgcpfxx tgskpd tof amhpfkxf am xklfx- Toax xaezlaiafx k pfxzfhtay
hkvxf kmd fiifht pflktagmxoaz `ftsffm zpgegtamc zgxatayf hgpzgpktf cggdsall kmd
cfmfpktamc pfyfmvfx- K xffeamclq zpfyklfmt yafs kegmc cpffmskxoamc hgezkmafx
tokt, pfckpdlfxx gi k hgezkmq x khtvkl zpkhtahf, mf`vlgvx kdyfptaxfefmt gi zgxxa`lf
zpkhtahf ax egpf xklfx%fiifhtayf-Zfpokzx tsg gi tof `accfxt giifmdfpx am tof kdyfptaxamc skp gi kttpatagm kpf
zftpglfve cakmtx @Z kmd Xofll- @gto hgezkmafx kpf efe`fpx gi tof Kefpahkm lg``q
cpgvzx Kefpahkm Zftpglfve Amxtatvtf kmd tof @vxamfxx Pgvmdtk`lf gpckma~ktagmx
tokt kpf amyglyfd am tof zglatahkl kdyghkhq gi zv`lah zglahq cgklx gm `fokli gi
zftpglfve hgezkmafx /Kefpahkm Zftpglfve Amxtatvtf, 0::3!- Khhgpdamc tg tof
Hgpzgpktf Fvpgzf G`xfpyktgpq, tof lg``afx khtayflq gzzgxf tof pktaiahktagm gi tof
Bqgtg Zpgtghgl kmd skcf evlta%eallagm dgllkp daxamigpektagm hkezkacmx k`gvt
hlaektf hokmcf /Hgpzgpktf Fvpgzf G`xfpyktgpq, 0:::>0;!- Xg sokt dgfx toax xkq
k`gvt zftpgl hgezkmafx kmd tofap kdyfptaxamc eftogdx7
At ax {vatf hlfkp tokt tof zfphfayfd kttatvdfx gi tof gal amdvxtpq okyf cfmfpkllq
`ffm vmikygpk`lf- Am pfxfkpho hgeeaxxagmfd `q tof Hofypgm Hgpzgpktagm am ;1?
skx igvmd tokt gyfp k xa tffm%qfkp taef xzkm, zv`lah gzamagm daxikygpfd tof amdvx
/[vflho, ;118!- Toax pfxvltfd am tof Zfgzlf Dg kdyfptaxa mc hkezkacm tokt lkxtfd
ipge ;1?9%;1??- Hofypgm tpkhbfd tpfmdx tgskpd fmyapgmefmtklaxe kmd zpgtfhtagm
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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8:
fmdkmcfpfd xzfhafx- Tof hkezkacm ekmkcfd tg xtfe tof mfcktayf tadf gi zv`lah
gzamagm `q hgmyamhamc fmgvco zfgzlf gi Hofypgm x mfsigvmd fmyapgmefmtklaxe-
Atx xvhhfxx zpgyfd tokt kdyfptaxamc topgvco ekxx efdak okd k ykxt aezkht gm `pkmkskpfmfxx-
Tof gal amdvxtpq x `pkmd f{vatq gmhf kckam xtggd gm tpakl am 0::9, sofm
zglatahkl amxtk`alatq lfkdamc tg xzabfx am gal zpahfx hgamhadfd sato k mfg%
fmyapgmefmtklaxt pfyayklaxe, ofkdfd `q igpefp Vmatfd Xtktfx Yahf %Zpfxadfmt Kl
Cgpf- Topgvco k xvhhfxxivl dghvefmtkpq kmd `ggb, Ep- Cgpf fmhgvpkcfd k df`ktf
gm clg`kl skpeamc kmd hlaektf hokmcf- Am pfxzgmxf tg cpgsamc zpfxxvpf, Hofypgm
pflfkxfd atx Pfkl Axxvfx amtfcpktfd ekpbftamc hkezkacm, tkpcftfd kt amilvfmtaklx
sog kpf amyglyfd sato lfkdamc tof fmfpcq df`ktf /Hofypgm Hgpzgpktagm, 0::6!- @q
0::3, tof hgezkmq xtkptfd `pgkdfmamc tof tkpcftfd xhgzf gi tof hkezkacm togvco k
xfpafx gi tflfyaxagm kdyfptaxfefmtx am k mfs amtfcpktfd clg`kl kdyfptaxamc hkezkac
hkllfd tof Zgsfp gi Ovekm Fmfpcq /Hofypgm Hgpzgpktagm, 0::3!- @gto tof Zfgzlf Dg, Pfkl Axxvfx, kmd Zgsfp gi Ovekm Fmfpcq
hkezkacmx okyf dgmf sfll tg kxxvpf tof zv`lah tokt hgpzgpktf `fokyagp ax mgt okpeivl
Egpfgyfp, hkzatklaxe pf{vapfx tokt zfgzlf iffl kx togvco tofap hgmxveztagm ax mgt
okpeivl tg hgeevmatafx, tof fmyapgmefmt, gp tofexflyfx /@fxt ) Mghfllk, 0::9>
;;3!- Xamhf at igllgsx tokt hgpzgpktagmx kpf pfxzgmxa`lf igp hgmxveztagm gi cggdx
egpf git tokm mgt, tofm tof tpkmxatayf zpgzfptq klxg igllgsx tokt hgpzgpktf kdyfptaxa
okx zgtfmtakl igp hgmxvefpx zgxatayf ifflamc gi xfli- Km kptahlf am @vxamfxxSffb
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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8;
xtktfx tokt tof hgpzgpktf pfxzgmxa`alatq iafld ax lattfpfd sato lgitq amtfmtagmx tokt dgm t
zkq gii /Fmckpdag ft kl -, 0::3!-
Xglekm /0::?! hatfx @Z x sgpb sato Gcalyq ) Ektofp kx k bfq f kezlf gi tof
zgxatayf zv`lah pflktagmx sgpb tokt hgezkmafx okyf vxfd tg tkpcft hgmxvefp gzamagm
Ai toax ax tof hkxf, tofm hgezkmafx hkm ekbf km fkxafp hlkae tokt tofap kdyfptaxamc
hkezkacmx kpf klacmfd sato tofap lgitq amtfmtagmx- Khhgpdamc tg Xglekm, @Z x xklfx
pgxf ipge $;10 `allagm am 0::4 tg $099 `allagm am 0::9- Tof mft fiifht gi @Z x
@fqgmd Zftpglfve hkezkacm okx klxg `glxtfpfd tof hgezkmq x cpffm zfphfztagmx
satogvt khtvkllq ekbamc pflfykmt atx cpffm hpfdfmtaklx- Am ikht, k 0::6 @Z zpfxx
pflfkxf xtktfd $;-? `allagm gi kltfpmktayf fmfpcq amyfxtefmt gyfp topff qfkpx, kmd $?
`allagm gyfp tfm qfkpx- Pfyfmvf fxtaektfx sfpf kpgvmd $9 `allagm k qfkp satoam k
dfhkdf, xvccfxtamc tokt @Z x zpgiatk`alatq hgpf ax mgt kltfpmktayf fmfpcq xg evho kx at
ax oqdpghkp`gmx /@Z, 0::6!-
Am pkmbamc tof lfkdfpx am tof 0::3 AekcfZgsfp Cpffm @pkmdx Xvpyfq, PvxxEkqfp, Hoafi Xtpktfcq Giiahfp gi Lkmdgp Kxxghaktfx xkqx, hgmxvefpx kpf dfekmdamc
egpf cpffm zpgdvhtx kmd `vxamfxx zpkhtahfx, `vt tof hokllfmcf sall `f igp hgezkmafx
tg fiifhtayflq mkyacktf topgvco toax fyglyamc hgmxvefp lkmdxhkzf tg fmxvpf tofap
xvxtkamk`alatq zpkhtahfx kpf xffm kx egpf tokm nvxt laz xfpyahf /Lkmdgp Kxxghaktfx,
0::3!- Soalf Ep- Ekqfp ax hgppfht am oax xtktfefmt, tof apgmq tokt `gto Gcalyq )
Ektofp kmd Lkmdgp kpf gsmfd `q SZZ ax xtpabamc-
Nfgmc /0::4! hgmhlvdfx tokt tofpf ax km amofpfmt lambkcf `ftsffm kdyfptaxam
kmd `pkmd f{vatq- Tofxf pflktagmkl ekpbft%`kxfd kxxftx klxg amhpfkxf xokpfogldfp
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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yklvf- Tof @fqgmd Zftpglfve hkezkacm xfpyfx kx k cggd hlam dal am fmokmhamc
`pkmd kskpfmfxx kmd aekcf, soalf oqzghpatahkllq `ggxtamc `pkmd f{vatq kx sfll- At
tovx xtkmdx tg pfkxgm tokt hgezkmafx sog cpffmskxo hkm xtall ekamtkam tofxf
pflktagmkl ekpbft%`kxfd kxxftx tg amhpfkxf xokpfogldfp yklvf soalf tpfktamc FXC
zpg`lfex kx k zpgyfp`akl dfhb gi hkpdx- Fyfm sato pfxzfht tg HXP kmmvkl pfzgptx,
cpffmskxoamc hkm tkbf zlkhf `q hgmivxagm, i pgmtamc, kmd zgxtvpamc /Lkvifp, 0::8!-
Xtkbfogldfp amtfpfxtx kmd ekmkcfefmt mgpex okyf tof hkzkhatq tg gyfplkz
hpfktamc `fttfp gzzgptvmatq igp xtkbfogldfpx tg amilvfmhf tof hgpzgpktagm x
pfxzgmxa`alatafx- Xtkbfogldfpx klxg okyf tof k`alatq tg amilvfmhf khtagmx topgvco
zpgyaxagm gp satodpkskl gi pfxgvphfx mfhfxxkpq tg tof iape- Kltfpmktflq, at ekq `f g
aezgptkmhf tg tof iape x eaxxagm tg f hffd xtkbfogldfp f zfhtktagmx /Ekacmkm ft kl- ,
0::6!-
8-;-8 Hpfktamc zgxatayf kttatvdfx topgvco HXP ekpbftamc
Kltogvco tof oqzghpaxafx gi kdyfptaxamc xghakllq pfxzgmxa`lf zpkhtahfx topg
cpffmskxo kpf ofkyalq tpfmdfd tgskpd tof zftpglfve amdvxtpq, tofpf kpf fmgvco
hgezkmafx sogxf kdyfptaxamc kmd ekpbftamc hgeevmahktagmx kpf hgmxaxtfmt sato
xghakl khtagmx- Gi zkptahvlkp amtfpfxt kpf tof iggtsfkp kmd kzzkpfl amdvxtpafx, so
okyf tvpmfd kpgvmd mfcktayf zfphfztagmx igllgsamc lk`gp k`vxf kllfcktagmx dvpamc
;11:x- Hgezkmafx sfpf igphfd mgt gmlq tg kht gm xghakl pfxzgmxa`alatq, `vt tg
dfegmxtpktf toax tvpmkpgvmd kx sfll- Tofq tgg, f zfpafmhf k oaco lfyfl gi `pkmd
f{vatq, `glxtfpfd `q zgxatayf kxxghaktagmx gi pfxzgmxa`lf `fokyagp kmd `pkmd aekca
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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Ckz x vxf gi tof /ZPGDVHT! PFD hkezkacm okx xfmt 6:& gi mft zpgiatx
ipge tof xklf gi /PFD! atfex tg Tof Clg`kl Ivmd igp KADX, Eklkpak, kmd
Tv`fphvlgxax soalf kt tof xkef taef ekamtkamamc k xtk`lf pfyfmvf xtpfke /Ma gm,0::?!- Ckz x iapxt xghakl pfxzgmxa`alatq pfzgpt, pflfkxfd am 0::4, xtkptfd tg `fmhoekpb
lk`gpxtkmdkpdx kt atx zpgdvhfpx ikhtgpafx-
Tof amatakl Ckz /ZPGDVHT! PFD kdyfptaxamc hkezkacm /Ckz Amh-, 0::9!
ifktvpfd k zlftogpk gi hflf`patafx lambfd sato tof hkvxf gi zpfyfmtagm gi KADX, xvho
Xtfyfm Xzafl`fpc, Nfmmaifp Ckpmfp, Hopax Pghb, Zfmflgzf Hpv~, Hopaxtq Tvplamc
Dgm Hofkdlf, Ekpq N- @lacf, Dkbgtk Ikmmamc kmd Kzglg Gomg- Am lktf 0::3, Ckz
amhpfkxfd atx hflf`patq fmdgpxfefmtx `q kddamc Kmmf Oktokskq, Ngom Lfcfmd, Sq
Nfkm, Tfppfmhf Ogskpd, Mktklaf Ekamfx kmd K`ackal @pfxlam /Ckz Amh-, 0::3!- T
zogtgcpkzox igp tof gmf%qfkp kmmayfpxkpq gi tof Ckz /ZPGDVHT! PFD hkezkacm
sfpf tkbfm `q hflf`patq zogtgcpkzofp Kmmaf Laf`gsat~, am gpdfp tg `glxtfp sadfxzpfkd
kxxaealktagm `q fkplq ikxoagm kdgztfpx- Khhgpdamc tg /ZPGDVHT! PFD, am gmf AEHx okd dpayfm kskpfmfxx gi tof `pkmd tg 0:& gi tof V-X- zgzvlktagm kmd pkaxfd
gyfp $0: eallagm tg Tof Clg`kl Ivmd /Ckz Amh-, 0::3!-
Qft, tof /ZPGDVHT! PFD `pkmd ax xfzkpktf ipge atx zkptmfpx `pkmdx-
Amxtfkd gi khtamc kx km amtfpefdakpq igp atx zkptmfpx tg xfmd k hofhb tg Tof Clg`
Ivmd, PFD ivmhtagmx kx k `pkmdamc efhokmaxe tokt atx zkptmfpx zkq tg vxf- Pfyfm
kzzgptagmefmtx ipge PFD xklfx cft xfmt dapfhtlq ipge tof zkptmfp tg Tof Clg`kl
Ivmd- Kltogvco /ZPGDVHT! PFD sgm t daxhlgxf k pfkbdgsm gi PFD
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hgmtpa`vtagmx `q zkptmfp, tof mft iacvpfx xvccfxt tokt tofpf ax k hgppflktagm `ftsffm
zgxatayf `pkmd kskpfmfxx kmd xghakllq pfxzgmxa`lf `vxamfxx zpkhtahf-
@pataxo kzzkpfl kmd hgmyfmafmhf cggdx hgezkmq Ekpbx ) Xzfmhfp ax klxgkegmc hgezkmafx sato xghakl pfxzgmxa`alatq zpkhtahfx fxtk`laxofd topgvco kmmvkl
pfzgptamc- E)X ax xzfmdamc 0:: eallagm gm km fhg % zlkm tg ekbf atx pftkal hokam
hkp`gm%mfvtpkl- Iagmk Dvmckq /0::3! xvccfxtx tokt Zlkm K hkezkacm sall okyf k
bmghb %gm fiifht, fmhgvpkcamc gtofp hgezkmafx tg tkbf xaealkp khtagm- Klpfkdq, tof
xtgpf okx egyfd tg lahfmxamc xgef ikap%tpkdf kmd gpckmah zpgdvhtx-
Kt tof xkef taef, pfyfmvfx okyf amhpfkxfd ipge 3-6 `allagm am 0::6 tg ?-9
`allagm am 0::3 /Ekpbx kmd Xzfmhfp, 0::?!- Toax dqmkeah zkpkdace xoait am Fvpgz
kzzpgkhofx tgskpd cfmvamf xghakl xtfskpdxoaz ax pkzadlq pfilfhtfd am kdyfptaxamc
ax fyadfmt `q pfyfmvf iacvpfx, xghakl pfxzgmxa`alatq hkm xffe tg okyf k zgxatayf aez
gm pfyfmvfx /fyfm togvco tofpf kpf mg fezapahkl xtvdafx tokt dapfhtlq hgppflktf tof
`pkmd f{vatq aezkht gi xghakl pfxzgmxa`alatq sato pfyfmvf pfhgcmatagm!-
8-;-4 Lambamc hgpf hgezftfmhafx, xghakl pfxzgmxa`alatq, kmd kdyfptaxamc
Tof k`alatq igp k hgezkmq tg `glxtfp atx hpfda`alatq am kdyfptaxamc xghakllq
pfxzgmxa`lf zpkhtahf lafx zkptahvlkplq am pflktagm tg hkzatkla~amc gm hgpf hgezftf
Hg%gzfpktayf Iamkmhakl Xfpyahfx ax k @pataxo `kmb tokt xzfhakla~fx am zpkhtaha
pfxzgmxa`alatq- Tof hgezkmq mgt gmlq kdyghktfx xghakllq pfxzgmxa`lf zpkhtahf gm
sf` xatf, `vt vxfx atx pftkal `kmbamc gvtlftx igp kdyfptaxamc-
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HIX x kdyfptaxamc amhgpzgpktfx hgmxvefp tazx igp fmyapgmefmtkllq `fmfiahakl
zpkhtahf, soalf klxg tgvtamc atx hgeeatefmt tg xghakllq pfxzgmxa`lf amyfxtamc k
hgmhfzt tokt tfmdx tg pvm hgmtpkdahtgpq tg Ipafdekm x /;13:! adfglgcq- Tof hgezkmq
klxg tgvtx atxfli kx Tof gmlq VB oaco xtpfft `kmb sato k hgmxvefp %lfd Ftoahkl Zglahq
/Hg%gzfpktayf Iamkmhakl Xfpyahfx, 0::?!- Tgtkl xokpfogldfp pftvpm dfhpfkxfd ipge
90;-4 eallagm am 0::9 tg 66;-1 am 0::3 /dvf am zkptahvlkp tg f hfztagmkl sfktofp
fyfmtx aezkhtamc tof amxvpkmhf amdvxtpq!, `vt lgmc%tfpe `vxamfxx mft pfyfmvfx
amhpfkxfd tfmigld ipge 8:-9 eallagm tg 8;:-0 eallagm- Kdyfptaxamc cfmvamflq
xghakllq pfxzgmxa`lf zpkhtahf ekq mgt mfhfxxkpalq amhpfkxf hgpzgpktf zfpigpekmh
at xgladaiafx pflktagmkl ekpbft%`kxfd kxxftx `q zgxatayf xghakl fiifht-
Sofm kdyfptaxamc igxtfpx tof pflktagmxoaz `ftsffm xghakllq pfxzgmxa`lf
zpkhtahf kmd `pkmd f{vatq, at zpgyadfx hgezkmafx sato tof k`alatq tg lfyfpkcf xkad
f{vatq am vmikygpk`lf haphvextkmhfx, satogvt ifkp gi xbfztahaxe- EhMfal Hgmxvefp
Ofkltohkpf, ekbfpx gi Tqlfmgl kmd k dayaxagm gi Ngomxgm kmd Ngomxgm, skx k`lfdfilfht `kd zv`lahatq am ;1?0 ipge dfla`fpktflq hqkmadf%tkamtfd Tqlfmgl zallx- Ngom
kmd Ngomxgm x xsait khtagm pfhkllfd $;:: eallagm am zpgdvht, `vt ekmkcfd tg xklykcf
k`gvt 10& gi lgxt ekpbft xokpf-
Xbfztahaxe tgskpd xghakl pfxzgmxa`alatq kx `famc vmkltpvaxtah ekq `f
skppkmtfd, `vt igp `pkmdx xvho kx Tqlfmgl, oacolq%yklvfd `pkmd f{vatq kllgsx igp
xballivl ekmfvyfpamc sofm hgezftamc sato zpayktf%lk`fl `pkmdx- Tof zft iggd pfhkllx
gi 0::3 xvccfxtfd tokt `pkmd f{vatq eacot mgt fxhkzf zggp {vklatq hgmtpglx gi
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zpgdvhtx ekdf am igpfacm hgvmtpafx, zkptahvlkplq igp zpayktf%lk`fl `pkmdx- Ogsfy
`pkmd kskpfmfxx gi Tqlfmgl cgfx `fqgmd atx hofeahkl mkef, khftkeamgzofm-
K 0::? amtfcpktfd ekpbftamc hkezkacm giifpx f kezlfx gi xaezlf skqx `qsoaho hgmxvefpx hkm aezpgyf tofap ofklto- Kdx sfpf zgxtfd topgvcogvt Mfs Qgpb am
zlkhfx pkmcamc ipge zkq%zogmf `g fx tg xv`skq hkpx- Mgt gmlq dgfx tof hkezkacm
ekamtkam `pkmd kskpfmfxx igp Tqlfmgl, `vt at xaevltkmfgvxlq dfilfhtx ipge tof zpgiat
egtayf tokt tof zpglaifpktagm gi cfmfpah efdahktagmx amoa atx- Tof kdx, ifktvpamc
ofklto tazx xvho kx Ai qgv pf xahb, tkbf k xahb dkq kmd Dgm t xlgvho- Zggp zgxtvpf
hkm hkvxf k ofkdkhof, pfxgmktf sato tof `pkmd x hgpf hgezftfmhq kmd kpf xacmfd
am tof ikxoagm gi k hgppfxzgmdfmhf, Iffl @fttfp, Tqlfmgl-
Tof ofklto tazx xffeamclq hgmtpkyfmf k lgcah tokt sgvld dahtktf k
zokpekhfvtahkl hgezkmq sgvld mgt fmhgvpkcf xaezlf hokmcfx am k zfpxgm x `fokyagp-
Qft Ovpsat~ ) Hkyfx /;1??! xvccfxt tokt zokpekhfvtahklx vxf tof zfpagd gi zktfmt
f hlvxayatq tg `vald cggdsall kmd ckam k xklfx kdykmtkcf gyfp cfmfpah efdahktagm gtogxf zktfmtx kpf f zapfd- Toax lfkdx tg k pfkxgmk`lf hgmhlvxagm tokt kdyfptaxamc
hgpzgpktf cggdsall kmd gi hgpf hgezftfmhafx okx k xacmaiahkmt aezkht gm ekamtkam
xklfx sofm tof topfkt gi payklpafx f axtx-
4- Hkxf Iamdamcx
Toax hokztfp vxfx HXP'T@L pfzgptamc ipge topff amdvxtpafx kx tof `kxax gi xtvdqamc
xtkbfogldfp fmckcfefmt- Tof hkxf xtvdafx kpf k fmhoekpb tg fxtk`laxo pfzgptamc kx
k ekpbftamc hgeevmahktagmx tggl igp xtkbfogldfp fmckcfefmt-
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4-; Eftogdglgcq
Tof pfkxgmx igp tofkvtogp x xflfhtagm gi tof hgezkmafx daxhvxxfd am toax
xfhtagm kpf tpa%igld> ;! tof hgpzgpktagmx pfzpfxfmtfd kpf evltamktagmkl am mktvpxvccfxtamc tofap xhgzf gi `vxamfxx gzfpktfx am evltazlf cfgcpkzoah xzofpfx gi
amilvfmhf2 0! tof hgpzgpktagmx pfzpfxfmtfd okyf lkpcf amdvxtpq f zgxvpf am tfpex
ekpbft hkzatkla~ktagm, tovx, zgtfmtakllq zgxxfxxamc lk`gp kmd hkzatkl mfhfxxkpq tg
fiifhtayflq hgeevmahktf HXP2 kmd, 8! fkho xflfhtfd amdvxtpq /hgmxvefp cggdx, pftka
kmd xzgptamc cggdx'kzzkpfl! hgmtkamx gmf Kefpahkm%`kxfd hgpzgpktagm kmd km
kmklgcgvx Fvpgzfkm hgvmtfpzkpt-
HXP pfzgptx kpf cfmfpkllq gi k mgm%iamkmhakl mktvpf /^ke`gm ) Dfl @fllg,
0::6!- Xfyfpkl eftogdx kpf kykalk`lf igp hgpzgpktagmx tg vxf am pfzgptamc tofap
xghakllq pfxzgmxa`lf zpkhtahf- Tof AXFK /Amxtatvtf gi Xghakl kmd Ftoahkl
Khhgvmtk`alatq! KK;:::X xtkmdkpd fmxvpfx tof hpfda`alatq gi pfxvltx- Tof Clg`kl
Pfzgptamc Amataktayf /CPA! ax mkeflq igp fmyapgmefmtkl axxvfx, kltogvco am pfhfqfkpx, toax ipkefsgpb okx f zkmdfd tg amhlvdf xghakl axxvfx kx sfll- XK?:::
xtkmdkpd ax `kxfd gm amtfpmktagmkl ovekm pacotx mgpex, xvho kx tof Vmatfd Mkt
Vmayfpxkl Dfhlkpktagm gi Ovekm Pacotx- AXG;4::; ax kmgtofp fmyapgmefmtkl
xtkmdkpd tokt xzfhaiafx pf{vapfefmtx igp fmyapgmefmtkl zglahq /Txhogzz, 0::6!-
Am gpdfp igp k hgpzgpktagm tg `f dffefd xghakllq pfxzgmxa`lf gp
xvxtkamk`lf, at evxt zpgyadf xgef kzzlahktagm hgmtf t kx tg soaho xtkbfogldfpx at ax
tkpcftamc /^ke`gm ) Dfl @fllg, 0::6!- Pfzgptamc xogsx k hgezkmq x amilvfmhf gm
hgmhfztvkla~amc kmd aezlfefmtamc zpghfxxfx /^ke`gm ) Dfl @fllg, 0::6!- Toax
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ekbfx igp k `fttfp kxxfxxefmt gi k hgezkmq x dapfhtagm am tof ekpbftamc zpghfxx,
ipge adfk hpfktagm, tg zpgdvht cfmfpktagm, kmd xklf gi zpgdvht gp xfpyahf- Fxxfmt
tof HXP pfzgpt xogvld tofm `f hgmxadfpfd k ekpbftamc tggl am kmd gi atxfli-Dvf tg tof yglvmtkpq mktvpf gi HXP kmd HXP'T@L pfzgptamc, hgpzgpktagmx
okyf la`fptq am hoggxamc tof dfxapfd ipkefsgpb gi tofap pfzgptx ai tofq hoggxf tg vxf
k ipkefsgpb- Pfzgptx sfpf g`tkamfd ipge tof hgezkmafx giiahakl sf` xatfx, kmd
sfpf egxt pfhfmt kx gi 0; Mgyfe`fp 0::3-
Fkho hkxf igllgsfd sato k `pafi `khbcpgvmd gi tof Kefpahkm%`kxfd hgezkmq,
tofm k `pafi kxxfxxefmt gi hgezkmq x HXP'xvxtkamk`alatq pfzgpt- Tof pfzgptx sfpf
kmklq~fd gm km amdayadvkl `kxax khhgpdamc tg evltazlf ikhftx egxt zpgeamfmtlq, tof
topff xghakl daefmxagmx> fmyapgmefmtkl, xghakl, kmd cgyfpmkmhf /gitfm pfifppfd
tof xghaklamyfxtefmt amdvxtpq kx FXC!- Tof zpghfxx skx pfzfktfd igp tof
HXP'xvxtkamk`alatq pfzgpt igp tof Sfxtfpm Fvpgzfkm%`kxfd hgezkmq- Gmhf tof
kmklqxax gi tof hgezkmafx skx hgezlftfd gm km amdayadvkl `kxax, tofq sfpf hgezkpfdkmd hgmtpkxtfd `gto am xv`xtkmhf kmd am xtqlf gi pfzgpt hgmtfmt-
4-0 Zpghtfp ) Cke`lf'Vmalfyfp
4-0-; Zpghtfp ) Cke`lf
Zpghtfp ) Cke`lf /Z)C! xzfhakla~fx am hgmxvefp kmd ogvxfogld cggdx kmd
zfpxgmkl hkpf zpgdvhtx kmd ax ofkd{vkptfpfd am Hamhammkta, Goag, Vmatfd Xtkt
gzfpktagmx hgeefmhfd am ;?83 kx k xgkz%ekbamc hgezkmq /Zpghtfp ) Cke`lf,
0::3!- At ax laxtfd gm `gto tof Mfs Qgpb kmd Zkpax xtghb f hokmcfx sato k ekpbft
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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hkzatkla~ktagm gyfp $0:: `allagm- At gzfpktfx am ?: hgvmtpafx kmd atx zpgdvhtx kp
am gyfp ;?: hgvmtpafx /Zpghtfp ) Cke`lf, 0::9!- Tof iaxhkl qfkp xtkptx Nvlq ; kmd
fmdx tof igllgsamc qfkp gm Nvmf 8:-Tof Zpghtfp ) Cke`lf 0::9 pfzgpt ax fmtatlfd 0::9 Clg`kl Xvxtkamk`alatq kmd
Zoalkmtopgzq Pfzgpt- Kx gi 0; Mgyfe`fp 0::3, tof pfzgpt skx kykalk`lf igp
dgsmlgkd am tof Kdg`f Khpg`kt igpekt topgvco tof hgezkmq x sf` xatf kt
sss-zc-hge'xp- Toax igpekt kllgsx igp tof oqzfplambamc gi hgmtfmt xg tokt vxfpx hkm
mkyacktf topgvcogvt tof pfzgpt yak k zfpxgmkl hgezvtfp, kx sfll kx hgmmfht tg xzfhai
zkptx gi tof hgezkmq x sf` xatf yak tof amtfpmft - Tof pfzgpt ax kykalk`lf am Fmclaxo%
lkmcvkcf gmlq kmd ax ?? zkcfx am lfmcto, amhlvdamc hgyfp zkcf, `gdq, iayf amdf zk
khhgpdamc tg tof CPA ipkefsgpb, kmd hgmtkht zkcf-
Am 0::6, tof hgezkmq efpcfd sato Callfttf kmd tovx, xtkptfd k efpcfp gi
xvxtkamk`alatq kmd zoalkmtopgzq- At klxg `kxfx atxfli gm topff zallkpx gi xvxtkamk
dfyflgzefmt> fhgmgeah dfyflgzefmt, fmyapgmefmtkl zpgtfhtagm kmd xghakl
pfxzgmxa`alatq/Zpghtfp ) Cke`lf, 0::9!- Khhgpdamc tg tof k`gyf daxhvxxagmx gi
T@L, tofxf topff zallkpx ekq `f amtfpzpftfd kx tof xkef tpag gi T@L flfefmtx-
Toaptffm zkcfx kpf xzfmt zpgialamc tof hgezkmq- Am toax iapxt xfhtagm, tof
hgezkmq gvtlamfx atx f{vatq- Toax f{vatq ax tof pfxvlt gi zvpzgxf, yklvf, kmd
zpamhazlfx, kx sfll kx k igvpto daefmxagmvma{vf tg Z)C- Toax kxzfht gi Z)C x
`vxamfxx ax hkllfd xvhhfxx dpayfpx kmd lggbx kt amtfpmkl amilvfmhfx gmogs tof
hgezkmq xvhhffdx am `vxamfxx fmyapgmefmtx- Khhgpdamc tg tof pfzgpt, tof hgezkmq x
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hgezftatayf kdykmtkcf tof kdykmtkcf tokt x okpdfxt igp hgezftatgpx tg dvzlahktf
ax atx zfgzlf-
Kx k evltamktagmkl hgpzgpktagm, Z)C ax dayadfd kegmc topff Clg`kl @vxamfVmatx> `fkvtq kmd ofklto, ogvxfogld hkpf, kmd Callfttf- Tofxf vmatx kpf tofm xzlat
ivptofp amtg Ekpbft Dfyflgzefmt Gzfpktagmx, soaho dfyflgz lghkla~fd ekpbftamc
zlkmx tokt kpf tkalgpfd tg lghkl ekpbftx, kmd Clg`kl @vxamfxx Xfpyahfx, soaho zpgy
tof hgezkmq x clg`kl amipkxtpvhtvpf- Z)C klxg pflfkxfx tof mkef x, hatafx, hgvmtpafx,
kmd C@V gsmfpx gi atx ;44 zlkmt gzfpktagmx- At dgfx mgt, ogsfyfp laxt tof xzfhaiah
kddpfxxfx gp zogmf mve`fpx gi tofxf zlkmtx-
Egxt pflfykmt tg toax zkzfp x daxhvxxagm gi xtkbfogldfp fmckcfefmt ax ogs
Z)C hgefx tg dfiamf k xtkbfogldfp-
Z)C dfiamfx k xtkbfogldfp kx kmqgmf sog okx km amtfpfxt am gp amtfpkhtagm
sato Z)C /Zpghtfp ) Cke`lf, 0::9!- Toax dfiamatagm ykpafx xlacotlq ipge tof
tpkdatagmkl dfiamatagm gi xtkbfogldfp, laxtfd k`gyf- Vmlabf Ipffekm x dfiamatagm gi kxtkbfogldfp, tof Z)C dfiamatagm dgfx mgt dapfhtlq taf tof mgtagm gi fmckcfefmt amtg
tof khoafyfefmt gi tof gpckma~ktagm x g`nfhtayf- Toax dfiamatagm tovx lfkyfx
ke`acvgvx tof pflktagmxoaz `ftsffm togxf sog dg mgt vxf Z)C x `pkmdfd zpgdvhtx
kmd tof gpckma~ktagm x g`nfhtayf-Tof gvthgef gi tof Z)C dfiamatagm ax k zfphfayfd
laxt gi xtkbfogldfpx amhlvdamc hgmxvefpx, xtghbogldfpx, `vxamfxx zkptmfpx, amdv
kxxghaktagmx, cgyfpmefmtx, MCGx, kmd mfsx efdak- Tofxf xtkbfogldfpx kpf klxg
laxtfd kx f tfpmkl xtkbfogldfpx-
8/14/2019 Corporate Social Responsibility Marketing of American and Western European Multinational Enterprises: A Longitudinal Study of Stakeholder Engagement
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Tof xvxtkamk`alatq pfzgpt tofm zpgyadfx ektfpakl iamkmhakl amigpektagm tok
pfcvlkplq zpgyadfd am k hgezkmq x kmmvkl pfzgpt-Toax ax klxg hgmxaxtfmt sato tof
iamkmhakl kxzfht gi T@L pfzgptamc- @ftsffm 0::6 kmd 0::9, tof hgezkmq x mft xklfx
pgxf ipge $69-34; tg $9?-000 `allagm, klxg amhpfkxamc `kxah fkpmamcx zfp xokpf ip
$0-3: tg $0-31- Toax xvccfxtx tof hgezkmq ax ivmdkefmtkllq zpgiatk`lf-
Tof iamkmhakl amigpektagm xfhtagm klxg amhlvdfx k laeatfd laxt gi kskpdx km
ogmgpx soaho okyf `ffm `fxtgsfd vzgm tof hgezkmq- Tof pfzgpt zpgyadfx
amigpektagm pfckpdamc tofhgezkmq x laxtamc gm tofDgs Ngmfx Xvxtkamk`alatq Amdf
/DNXA!- Toax amhlvdfx km f hfpzt ipge tof Dgs Ngmfx pfckpdamc soqZ)C ax k Xvzfp
Xfhtgp Lfkdfp am tof zfpxgmkl kmd ogvxfogld cggdx xfhtgp- Ogsfyfp, xamhf tof DNX
ax gmlq laeatfd tg iamkmhakl zfpigpekmhf gi xvxtkamk`lf hgezkmafx, toax dahtktfx Z
kx k tgz iamkmhakl zfpigpefp, qft dgfx mgt mfhfxxkpalq amdahktf tofhgezkmq x lfyfl gi
xvxtkamk`alatq gvtzvt-
Iamkllq, toax xfhtagm daxhvxxfx kh{vaxatagmx, dayfxtatvpfx, pfhgpd gi xokpfmve`fpx, kmd hgezkmq hgmtkht amigpektagm- Am tof 0::9 Xvxtkamk`alatq kmd
Zoalkmtopgzq Pfzgpt, tof hgezkmq dfxhpa`fx k ekngp kh{vaxatagm gi tof Callfttf
Hgezkmq- Mg efmtagm okx `ffm ekdf gi lk`gp pfdfzlgqefmt `kxf gm toax
kh{vaxatagm- Tof xkef hkm `f xkad am pfifpfmhf tg tof hgezkmq x dayfxtatvpf zglahq-
Tof xfhgmd ekngp zgptagm gi tof pfzgpt x `gdq hgmtkamx amigpektagm gm Z)C x
xtpvhtvpf kmd cgyfpmkmhf- Kltogvco tof hgezkmq pfzgptx tg fe`pkhamc atx Zvpzgxf,
Yklvfx kmd Zpamhazlfx, athlkaex atx `pkmd kmd `pkmd f{vatq ax `fxt hokpkhtfpa~fd `q
atx fezlgqffx- Bfq tg hgpzgpktf tpkmxzkpfmhq ax tof k`alatq igp iamkmhakl xtktfefmt
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iamd gyfpxacot `q tof `gkpd gi dapfhtgpx, tg vxf amtfpmkl hgmtpglx, kmd tg pf{vapf p
kvdatfd `q km amdfzfmdfmt kvdatgp- Ogsfyfp, toax lkxt hgmdatagm ax k pf{vapfefm
kll `vxamfxxfx laxtfd gm Kefpahkm%`kxfd xtghb f hokmcfx, ikllamc vmdfp pfcvlktagXfhvpatafx kmd F hokmcf Hgeeaxxagm ekmdktfx- Am ikht, evho gi tof zgptagm
zfptkamamc tg hgpzgpktf cgyfpmkmhf kmd ekmkcfefmt x pfxzgmxa`alatq ax mgt vmlabf tokt
am k zlftogpk gi hgpzgpktf kmmvkl pfzgptx- Toax ax daxhvxxfd toax am cpfktfp dfzt
`flgs-
Toax xfhtagm tofm hgmtamvfx tg daxhvxx xtkbfogldfp fmckcfefmt, satogvt
dfiamamc f khtlq sokt xtkbfogldfp fmckcfefmt ax,gp tof hgezkmq x xtpktfcq gm
fmckcamc sato atx xtkbfogldfpx- Kttfeztx tg zvpxvf daklgc sato Zpghtfp ) Cke`lf `q
toax zkzfp x kvtogp tg kxhfptkam toax xtpktfcq sfpf pf`viifd `q Z)C-
Tof xtkbfogldfp fmckcfefmt xfhtagm cayfx `pafi dfxhpaztagmx gi skqx am soah
Z)C sgpbx sato hgeevmatafx, evlta%lfyflfd kvtogpatafx, kmd MCGx- Am kddatagm tg
laxtamc tof daiifpfmt amdvxtpq kmd `vxamfxx kxxghaktagmx gi soaho at ax k efe`fp, atopff daiifpfmt hkxfx tg oacolacot skqx `q soaho at zgxatayflq lfyfpkcfx `pkmd adfmtat
am xtkbfogldfp hgmhfpmx- Am xzfhaiah, tof hkxf zfptkamamc tg hofeahkl ekmkcfefm
oacolacotx ogs pfxzgmxa`lf khtagm xkyfx tof hgezkmq egmfq-
Tof hpv gi FXC pfzgptamc ax lghktfd am tof toapd ekngp zgptagm gi tof pfzgpt
soaho zfptkamx tg zfpigpekmhf amdahktgpx- Toax ax xv`dayadfd amtg xfhtagmx gm
Fhgmgeah Dfyflgzefmt, Fmyapgmefmtkl Zpgtfhtagm, kmd Xghakl Pfxzgmxa`alatq-
Tof amtpgdvhtagm tg toax xfhtagm mgtk`lq xtktfx /Zpghtfp ) Cke`lf, 0::9> 09!>
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Z)C ax zkptahvlkplq sfll%zgxatagmfd tg Raezpgyf tof{vklatq gi zfgzlf x dkalq layfx kpgvmd tof sgpld, kt kllamhgef lfyflxU `fhkvxf sf kpf am tgvho dkalq sato tofmffdx gi tof sgpld x hgmxvefpx-
@q toax xtktfefmt klgmf, Z)C okx gvtlamfd tof zgtfmtakl f tfmt tg soaho atx
xtkbfogldfp hgeevmahktagmx kiifht FXC axxvfx- Kx k hgmxvefp kmd ogvxfogld cgg
kmd zfpxgmkl hkpf zpgdvhtx hgezkmq sogxf atfex kpf xgld gm k clg`kl daxtpa`vtagm
mftsgpb, Z)C amhpfkxfx vxfx toax xtktfefmt tg zgamt gvt tof amhpfkxfd zpg`k`alatq g
HXPpflfykmhq- Tovx, toax xfhtagm ivmhtagmx kx tof hgpmfpxtgmf gi Z)C x HXP pfzgpt-
Z)C ax k igvmdamc efe`fp gi tof Clg`kl Xvllaykm Zpamhazlfx, klgmc sato ;??
gtofp hokptfp fmdgpxfpx /Lfgm O- Xvllaykm Igvmdktagm, 0::6!- Tofxf zpamhazlfx
zpgyadf yglvmtkpq cvadkmhf tg tofap fmdgpxfpx, ogsfyfp tofap mktvpf ax xtall yglvm
Tof Clg`kl Xvllaykm Zpamhazlfx klxg xffb hgpzgpktf tpkmxzkpfmhq tokt dfegmxtpktf
zv`lahlq hgeeatefmt tg aezlfefmtktagm- Tovx, Z)C zv`lahlq xtktfx tokt at okx
pfyaxfd atx gsm zglahafx tg pfilfht xqmhopgmahatq sato tof Clg`kl Xvllaykm ZpamhazTof hgezkmq hogxf tg ighvx gm tsg xzfhaiah kpfkx igp aezlfefmtktagm gi
xvxtkamk`lf `vxamfxx xtpktfcq> sktfp kmd ofklto kmd oqcafmf- At tovx zpfxfmtx k p
hkxf xtvdq gi ogs at vxfx tof zpgegtagmkl ea tg aezpgyf atx xvxtkamk`lf `vxamfxx
egdfl- Toax hkxf pfifpfmhfx tofk`alatq igp Z)C x topff zallkpx tg zgxatayflq aezkht
xvxtkamk`alatq-
Tof pfzgpt klxg zpfxfmtx k hkxf xtvdq am pflktagm tg tof hgiiff amdvxtpq kmd
fhgmgeah hgmxadfpktagmx kiigpdfd tg hgiiff ikpefpx- Z)C okx kttfeztfd k xqxtfeah
kzzpgkho tg fhgmgeah dfyflgzefmt gi tof amdvxtpq- K xfhgmd hkxf xtvdq zpgyadfx k
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Z)C axxvfx kmgtofp hkxf xtvdq gm atx pfxtgpktagm gi 0:,::: khpfx gi sftlkmdx,
3,::: ealfx gi sktfpskqx, kmd fdvhktagm gi xtvdfmtx gm k{vktah hgmxfpyktagm- Toax
skx am hgmnvmhtagm sato tof Hgpzgpktf Sftlkmdx Pfxtgpktagm Zpgnfht, k zkptmfpx`ftsffm tof Callfttf Hgezkmq, Ekxxkhovxfttx F fhvtayf Giiahf gi Fmyapgmefmtkl
Kiikapx, kmd tof V-X- Fmyapgmefmtkl Zpgtfhtagm Kcfmhq /Hgkxtkl Kefpahk, 0::3!-
Tof hgezkmq pfhgcma~fx tof yglvmtkpqxtfzzamc vz gi fmfpcq %fiiahafmhq, `vt
klxg xtktfx efftamc am 0::9 k cgkl tg pfdvhf cpffmogvxf feaxxagmx `q 0:;0- Gyfpkll,
Z)C xogsx amhpfkxfd fmyapgmefmtkl aezpgyfefmtx gm k mve`fp gi eftpahx-
4-0-0 Vmalfyfp
Vmalfyfp xzfhakla~fx am hgmxvefp kmd zfpxgmkl hkpf zpgdvhtx kx sfll kx igg
kmd ax tof zkpfmt hgezkmq gi atx tsg ofkd{vkptfpx> Pgttfpdke, Mftofplkmdx /Vmalfy
M-Y-! kmd Lgmdgm, VB /Vmalfyfp ZLH!- Toax vma{vf gzfpktagmkl kppkmcfefmt s
tof pfxvlt gi k ;18: efpcfp `ftsffm @pataxo xgkz ekbfpx, Lfyfp @