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Die neue Komplementaritätsmatrix der 7 Verantwortlichkeiten eines Unternehmens: Hin zu einem CSR-orientierten Marketing
[The New Complementarity Matrix of 7 Responsibilities of a Company: Toward a CSR-Oriented Marketing]

Author

Listed:
  • P. Ballester

    (Euridis - Euridis Business School, AFM - Association française du marketing (AFM))

Abstract

In this article, the author, Patrice Ballester, who is Associate Professor in Geography and Marketing of Tourism presents the innovative "Complementarity Matrix of 7 Responsibilities of a Company". The author r The author recognizes the compelling need for the development and implementation of an entirely new diagnostic CSR focused matrix for firms. The mere reliance on explanatory diagrams, such as the ones of the ISO 26000 standards, poses the risk of forgetting a large part of the interactions and reciprocity of perspectives between the different items. Any good marketer these days must have the skills of a geographer or ecologist, this will allow him to better understand his market environment and sustainable development. Consequently, this article explains how the author proposes the adoption of a brand-new CSR matrix, which has been developed through a focus on five major areas: the legal and regulatory context; the global and local market; the economic context; the digital context; and the governance and management dimension. Thinking about scales, local and global, thinking about co-construction, mediations and the new digital world.

Suggested Citation

  • P. Ballester, 2022. "Die neue Komplementaritätsmatrix der 7 Verantwortlichkeiten eines Unternehmens: Hin zu einem CSR-orientierten Marketing [The New Complementarity Matrix of 7 Responsibilities of a Company: Toward a ," Post-Print hal-03834109, HAL.
    • Handle: RePEc:hal:journl:hal-03834109
    Note: View the original document on HAL open archive server: https://hal.science/hal-03834109
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    References listed on IDEAS

    as
    1. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
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