CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal

Jorge Fresneda, Daniel Korschun, Prabakar Kothandaraman

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In this working chapter the authors document an additional way that CSR can be used by employees to improve customer relationships. That is, employees can use CSR as an adaptive selling tool. Employees use CSR as an adaptive selling tool to the extent that CSR fits with what their understanding of the company identity is, and to the degree that customers support the CSR program. This study proposes and tests empirically a novel framework that is linked to former research through the use of two control variables already existing in the literature. Additionally and based in their findings, the authors propose an empirical model intended to predict the extent to what employees would make use of CSR as an adaptive selling tool, in order to help assessing if a specific CSR initiative is worth to be developed within a company.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages373-387
Number of pages15
DOIs
StatePublished - 2016
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

Keywords

  • Adaptive selling
  • CSR
  • Robust statistics
  • Sales strategy
  • Strategic marketing

Fingerprint

Dive into the research topics of 'CSR as an Adaptive Selling Tool: a Novel Framework and a Robust Analysis Proposal'. Together they form a unique fingerprint.

Cite this