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

Patrice Ballester

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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.

Keywords: CSR; matrix; responsibilities; company; marketing; communication; management; geography; ecology; scale; mediation; business; RSC; matriz; responsabilidades; empresa; comunicación; gestión; geografía; ecología; escala; mediación; negocios; RSE; matrice; responsabilités; entreprise; géographie; écologie; échelle; médiation (search for similar items in EconPapers)
Date: 2022-09-11
New Economics Papers: this item is included in nep-env and nep-ger
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Published in 2022

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