Corporate Social Responsibility (CSR): an International Marketing Approach - Paperback

by Kolja Paetzold (Author)

This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results. Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud. This book demonstrates how CSR can be seen as a marketing tool on an international level, through which organizations can increase not only their assets, but also their reputation making it more attractive for potential new partners and employees.

Author Biography

Der Diplom-Kaufmann, Kolja Peter Benedikt Paetzold, wurde 1979 in Bonn geboren. Einen Großteil seiner Jugend verbrachte er in Washington DC, USA und wuchs daher zweisprachig auf. Im Jahr 2000 wiederfuhr dem Autoren ein Schicksalsschlag in Form einer Gehirnblutung. Während der längeren Rekonvaleszenz zeit entdeckte er sein Interesse an wirtschaftlichen Themen und beschäftigte sich in diesem Bereich vorrangig mit sozialen Zusammenhängen. 2002 nahm er sein Studium der Wirtschaft an der Hochschule Bonn-Rhein-Sieg in Rheinbach, NRW, auf und belegte die Schwerpunktfächer "B-to-C Marketing" und "International Management". Das Thema seiner Abschlussarbeit "Corporate Social Responsibility (CSR) as an International Marketing Approach" spiegelt sein großes Interesse an diesem speziellen, und inzwischen sehr aktuellen, Thema im Bereich Wirtschaft deutlich wieder.