Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/103723
Authors: 
Leppelt, Thomas
Foerstl, Kai
Hartmann, Evi
Year of Publication: 
2013
Citation: 
[Journal:] BuR - Business Research [ISSN:] 1866-8658 [Volume:] 6 [Year:] 2013 [Issue:] 2 [Pages:] 126-152
Abstract: 
This study assesses how top-tier suppliers market their capabilities to ensure a responsible upstream supply chain to their downstream buyers, and how the marketing of corporate social responsibility (CSR)-related supply management practices affects the reputation of top-tier suppliers in business-to-business (B2B) markets. In a cross-functional multiple-case study involving marketing, purchasing, and sustainability executives of five supplier organizations in Central Europe, we explored four distinct approaches for marketing superior CSR management abilities in B2B markets that potentially foster long-term comparative advantages: (1) Fact-based communication of measurable CSR capabilities, (2) targeting of indirect customers and influencers, (3) marketing through education, and (4) marketing of CSR as a service. Moreover, our inductive results provide evidence that the effective marketing of CSR capabilities enhances a supplier’s reputation only if it sends consistent signals to the market. Therefore, a close integration of marketing and purchasing is crucial for achieving signaling consistency. Building on an established framework of purchasing-marketing integration in the particular context of CSR we developed a crossfunctional theory on the link between marketing, supply chain alignment and reputation, which is expressed in four sets of testable research propositions.
Subjects: 
business markets
case study research
corporate social responsibility
cross-functional research marketing
supply chain management
supply management
Persistent Identifier of the first edition: 
Document Type: 
Article

Files in This Item:
File
Size
520.6 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.