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Marketing’s new myopia: Expanding the social responsibilities of marketing managers

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  • J. Joseph Cronin

    (Florida State University)

Abstract

The view of advocates who see corporate social responsibility as a transformative tool by which marketers can unilaterally define the well-being of consumers is criticized by Gaski (AMS Review, 2022) for failing to acknowledge marketers’ legal and ethical responsibilities as agents of ownership and on the basis that they are not qualified to determine what is socially responsible. These criticisms are explored to suggest that social responsibility is a triadic construct that incorporates provider, user, and societal well-being. It is further suggested that advocates of social responsibility have not distinguished the construct from social marketing. Historically, it is demonstrated that concern for consumer well-being is not a new transformative initiative for marketers as such concerns have appeared in the marketing literature for more than a century. It is suggested that social responsibility is a process that is appropriately used as a strategic option by marketers as a potential means to enhance the well-being of providers, users, and society and that the government is the appropriate arbitrator should disagreements as to what is socially responsible arise. Confusion as to the conceptualization and use of social responsibility is attributed to a growing myopic drift towards a behavioral focus among marketing faculty, in marketing Ph.D. programs, and in the marketing literature. Suggestions for changes are identified.

Suggested Citation

  • J. Joseph Cronin, 2022. "Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 30-37, June.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:1:d:10.1007_s13162-022-00228-0
    DOI: 10.1007/s13162-022-00228-0
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    References listed on IDEAS

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    1. Saurabh Ahluwalia, 2022. "A critique of corporate social responsibility in light of classical economics," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 25-29, June.
    2. Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.
    3. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    4. Shelby D. Hunt, 2020. "For re-institutionalizing the marketing discipline in Era V," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 189-198, December.
    5. John F. Gaski, 2022. "Toward social responsibility, not the social responsibility semblance: marketing does not need a conscience," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 7-24, June.
    6. Mejia, Santiago, 2019. "Weeding Out Flawed Versions of Shareholder Primacy: A Reflection on the Moral Obligations That Carry Over from Principals to Agents," Business Ethics Quarterly, Cambridge University Press, vol. 29(4), pages 519-544, October.
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    Cited by:

    1. John F. Gaski, 2023. "Replies to comments on “Toward social responsibility,” also incorporating a focus on ESG," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 5-11, June.
    2. Adeyemo Kabiru Aderemi & Akinleye Bilikis & Omole Ilesanmi Isaac, 2023. "The Effect of Audit Quality on The Financial Performance of Listed Deposit Money Banks in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 107-118, December.
    3. O. C. Ferrell, 2022. "Perspectives on socially responsible marketing: the chasm widens," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 1-6, June.

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