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The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value

The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value

Susan Saurage-Altenloh, Phillip M. Randall
Copyright: © 2018 |Pages: 21
ISBN13: 9781522526506|ISBN10: 1522526501|EISBN13: 9781522526513
DOI: 10.4018/978-1-5225-2650-6.ch001
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MLA

Saurage-Altenloh, Susan, and Phillip M. Randall. "The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value." Ethical Standards and Practice in International Relations, edited by F. Sigmund Topor, IGI Global, 2018, pp. 1-21. https://doi.org/10.4018/978-1-5225-2650-6.ch001

APA

Saurage-Altenloh, S. & Randall, P. M. (2018). The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value. In F. Topor (Ed.), Ethical Standards and Practice in International Relations (pp. 1-21). IGI Global. https://doi.org/10.4018/978-1-5225-2650-6.ch001

Chicago

Saurage-Altenloh, Susan, and Phillip M. Randall. "The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value." In Ethical Standards and Practice in International Relations, edited by F. Sigmund Topor, 1-21. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2650-6.ch001

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Abstract

The chapter addresses how ethical actions deliver value through sustainable competitive advantage. Corporate social responsibility (CSR) has a proven role in developing audience trust that increases brand equity among target audiences and stakeholders, thus ensuring that the brand sustains its competitive advantage through improved profitability and reputation in the market. Not only do businesses have a social responsibility to the markets from which they earn revenues, but buyers expect ethical businesses to have an established CSR program in place. Businesses that engage in CSR activities within the process of corporate brand management experience stronger reputation that drives loyalty and sales, resulting in a competitive, sustainable market advantage.

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