Marketing Culture and Corporate Social Responsibility- A Case in Service Firms in Sri Lanka

B.N.F. Warnakulasooriya

Abstract


Literature on marketing culture stresses the importance of establishment of a cultural
orientation to guide decision making and problem solving to successful implementation
of CSR. The marketing culture (MC) apparently enables firms to emphasize social
concern than the firms that do not have this culture. The fundamental question is
whether MC has measurable impact on CSR in services organizations. Therefore, this
study examines the impact of MC on the degree of CSR in the Sri Lankan context with
special reference to service firms. The major objectives are to assess the degree of MC
and CSR in service firms, and to examine the association between MC and CSR in the
same industry. A single cross sectional design was employed to collect data through
a self- administered questionnaire. The unit of analysis was the Service Firms in Sri
Lanka, a sample of which was randomly selected from the registry of the Colombo
Stock Exchange–2010. The proxies were the service or service related managers of the
sampled firms. The analysis shows that the degree of MC and CSR varies across the
service firms and that the association between MC and CSR exists and is strong.

Keywords
Corporate Social Responsibility, Marketing Culture, Organizational Culture


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Vidyodaya Journal of Management, University of Sri Jayewardenepura, Sri Lanka