Unlocking shared value through strategic social marketing

Abstract

This empirical paper suggests that there are organizational benefits to be gained from social marketing. The methodology integrates insights from the ‘stakeholder theory’, the ‘resource-based view theory’ and ‘shared value’ to sharpen the strategic base for CSR investment. Quantitative research techniques included principal component analysis and regression Analysis which tested the relationship between Strategic CSR outcomes against the firms’ organizational behavior and slack resources. The results indicated that social marketing led to improvements in the firms’ reputation among stakeholders. Strategic CSR also translated in operational efficiencies and cost savings. Following the empirical findings a ‘synergistic value model’ has been put forward.