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One plus one equals three; proactive partnering multiplies CSR benefits

Lodge, Elizabeth, Binney, Wayne and Walker, Beverley Lloyd 2010, One plus one equals three; proactive partnering multiplies CSR benefits, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, New Zealand, pp. 1-9.

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Title One plus one equals three; proactive partnering multiplies CSR benefits
Author(s) Lodge, Elizabeth
Binney, Wayne
Walker, Beverley Lloyd
Conference name Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)
Conference location Christchurch, New Zealand
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) [Unknown]
Publication date 2010
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher ANZMAC
Place of publication Christchurch, New Zealand
Keyword(s) corporate social responsibility
non profit organisation
small business
community business partnership (or partnership)
Summary With companies now linking corporate social responsibility to their aggressive business strategies to achieve a competitive market advantage (Porter and Kramer, 2006), non profit organisations should also extract shared value from this strategic corporate social responsibility movement (Eweje and Palakshappa, 2009). Questions arise, however, as to the actual role which should be played by the non profit organisation (Muthuri, Chapple and Moon, 2009). This conceptual paper firstly provides evidence that corporate social responsibility (CSR) from the perspective of the non profit requires investigation. Secondly, by integrating two existing CSR frameworks, a new CSR framework is proposed which will redefine the role of the non profit organisation in marketing itself and proactively working with business. This collaborative approach is likely to ensure mutual CSR benefits for non profit organisations and small businesses in particular, plus the broader community in which they both operate.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9780473178208
Language eng
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2010, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040114

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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