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CSR und Marketing

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Corporate Social Responsibility

Zusammenfassung

CSR-Engagement auf der Ebene des Marktplatzes meint verantwortungsvolles Handeln im unmittelbaren Geschäftsfeld des Unternehmens und beinhaltet somit insbesondere die Auseinandersetzung mit den primären Stakeholdern des Unternehmens, die unmittelbaren Einfluss auf den Unternehmenserfolg haben: Kunden, Lieferanten, Eigentümer bzw. Shareholder. Diese Auseinandersetzung macht im Grunde genommen die Berücksichtigung von ethischen Kriterien über die gesamte Wertschöpfungskette hinweg erforderlich. Davon betroffen sind Fragen des Beschaffung- und des Absatzmarketings, insbesondere der Gestaltung von Produkten und Dienstleistungen, z.B. hinsichtlich Qualität, Sicherheit, Umweltwirkung (intrinsische wie extrinsische Merkmale). Eine wichtige Komponente ist dabei auch die Transparenz und Fairness der Unternehmenspolitik.

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Author information

Authors and Affiliations

  1. Feistmantelstrasse 4, 1180, Wien, Österreich

    O.Univ.Prof.Dr. Walter Schiebel

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  1. O.Univ.Prof.Dr. Walter Schiebel
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Correspondence to Walter Schiebel .

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Editors and Affiliations

  1. der Wirtschaftskammer Österreich, Stabsabteilung Wirtschaftspolitik, Wiedner Hauptstraße 63, Wien, 1045, Austria

    Andreas Schneider

  2. Hochschule Ingolstadt, Kleiststraße 16C, Ingolstadt, 85055, Germany

    René Schmidpeter

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Schiebel, W. (2012). CSR und Marketing. In: Schneider, A., Schmidpeter, R. (eds) Corporate Social Responsibility. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-25399-7_29

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  • DOI: https://doi.org/10.1007/978-3-642-25399-7_29

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