© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 17 Leadership, Corporate Social Responsibility, and Sustainability

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Recognizing marketing challenges and dilemmas Noblesse oblige – Leadership –

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Gaps between the socio-economic groups present practical and ethical dilemmas Dimensions of the marketing dilemma Cultural differences

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership A key Western marketing dimension is the ____________________________ International marketing and societal orientation interact closely When host-country regulations are less demanding than home countries:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership The increased role of government The 2008 economic crisis led to government interventions to: Governments:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership The 2008 economic crisis revealed the: Leaders of G20 nations have pledged to:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Government involvement will be manifested in efforts to tackle:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership New sources of funding refer to: Open-market orientation is maintained Closely examined unfair trade practices

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Trust Global corporations have vast reach and enormous economic power With economic power comes greater expectations for:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Public trust is a measurement that corresponds to the willingness of societies Trust is stronger when ______________________________ Trust has direct implications for international marketers To build future trust

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership The leadership challenge Bailouts: The Vatican's proposal calls for a financial transactions tax on:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Leadership qualities required in areas Population growth Disparity in incomes Urbanization Climate change Cultural clashes

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Areas that make it complex for corporations

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Leadership Aligning strategy, products, and societal interests

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility What is the responsibility of business? Corporation should not be distracted from the efficiency of the main purpose The corporation:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility Defining corporate social responsibility Corporate social responsibility (CSR):

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility Corporate citizenship: Corporate philanthropy: Voluntary approaches minimize:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility Strategic focus Shared value:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility Approaches that apply to international marketers:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Corporate Social Responsibility CSR reporting Corporate social responsibility focuses on corporate reputation Important indicators of a company's CSR commitment

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability A sustainable future? Sustainability:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability The EU has implemented REACH A set of broad-reaching regulations on the use of chemicals

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability Sustainable practices Businesses build the key value creation levers that drive returns on:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability Sustainable consumers Customer target who: When consumers feel more economic pain, the concerns are more about:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability Good labeling and availability of certification is helpful Multiplicity of certification authorities contributes to the confusion about sustainable business practices Voluntary environmental programs

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability Greenwashing – Can be very subjective

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sustainability Growing importance to marketing In the long run, sustainability will be important to:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Curative Marketing Curative international marketing: Accepts responsibility for problems to which marketing has contributed

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Curative Marketing Two perspectives Needs to draw on fields like:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Curative Marketing Four core areas Truthfulness – Simplicity – Recognition and elimination of incongruities

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Curative Marketing Expanded participation - International marketing relies on a fundamental belief in the virtues of: Personal responsibility –