Marketing's Consequences: Stakeholder Marketing and Supply Chain CSR Issues

42 Pages Posted: 30 Mar 2010

See all articles by N. Craig Smith

N. Craig Smith

INSEAD

Guido Palazzo

University of Lausanne

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Date Written: March 23, 2010

Abstract

While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable at least in part to downstream marketers and consumers. Marketers have responded mainly by using CSR communication to counter the critique of CSR practice, but these claims of ethical corporate behavior often lack credibility and can result in a backlash against brands. The paper argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.

Suggested Citation

Smith, N. Craig and Palazzo, Guido and Bhattacharya, Chitrabhanu, Marketing's Consequences: Stakeholder Marketing and Supply Chain CSR Issues (March 23, 2010). INSEAD Working Paper No. 2010/17/INSEAD Social Innovation Centre. Available at SSRN: https://ssrn.com/abstract=1577083 or http://dx.doi.org/10.2139/ssrn.1577083

N. Craig Smith (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

Guido Palazzo

University of Lausanne ( email )

Lausanne, Vaud CH-1015
Switzerland

Chitrabhanu Bhattacharya

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

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