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Global Business Responsibility

In: Global Marketing Strategy

Author

Listed:
  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business)

Abstract

This chapter discusses business responsibility in a global marketing context. It looks at corporate social responsibility (CSR), sustainability, and business ethics from a corporate perspective and briefly explores the role of consumers and regulators. When attempting to clarify what business responsibility entails, we note persistent disagreements on rather fundamental positions. Examples include the remit of CSR and its voluntary nature; the potential “trade-offs” between the economic, social, and environmental aspects of sustainability; and how to judge whether particular decisions are ethical or unethical. An understanding of the main issues underlying these debates helps executives to navigate through the thorny field of business responsibility in global marketing strategy and shows that responsible business conduct and economic success are two sides of the same coin.

Suggested Citation

  • Bodo B. Schlegelmilch, 2022. "Global Business Responsibility," Management for Professionals, in: Global Marketing Strategy, edition 2, chapter 13, pages 349-382, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90665-8_13
    DOI: 10.1007/978-3-030-90665-8_13
    as

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