Marketingowa orientacja działań CSR na przykładzie firm logistycznych

• Autorzy: Izabela Dembińska-Cyran

Warianty tytułu

Marketing Dimension of CSR Activities - Analysis Based on the Experience of Logistics Companies

• Języki publikacji: PL

Abstrakty

Działania w ramach społecznej odpowiedzialności biznesu są prowadzone przez przedsiębiorstwa w coraz szerszym zakresie. Również dla przedsiębiorstw sektora TSL, CSR staje się coraz ważniejszym kierunkiem rozwoju. Odkrywany jest potencjał działań społecznie ukierunkowanych i nowe pola oddziaływania CSR. Kluczowym polem oddziaływania społecznej aktywności stał się marketing. W artykule pokazano, w jaki sposób działania CSR pełnią rolę narzędzi marketingowych. Przedstawiono obszary działań CSR z uwzględnieniem specyfiki sektora TSL. W części empirycznej scharakteryzowano działania CSR stosowane przez liderów logistycznych, takich jak Schenker, DHL.(fragment tekstu)

EN

Corporate social responsibility is now the leading strategy that realizes more and more companies, regardless of industry. Also for logistics companies CSR plays an important role, becoming not only the direction of development and improvement, but also is an important factor of competitiveness. In this paper the author wants to think about, which CSR activities plays the role of the marketing tools, which is the field of their impact, and what may be their potential effectiveness. In the empirical part the author will examine some of CSR activities used by logistics leaders, such as Schenker, DHL, to show their marketing dimension.(original abstract)

Słowa kluczowe

PL

Społeczna odpowiedzialność biznesu; Przedsiębiorstwo logistyczne; Marketing; Logistyka

EN

Corporate Social Responsibility (CSR); Logistics enterprise; Marketing; Logistics

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Transportu i Logistyki
• Rocznik: 2013
• Numer: nr 23 Społeczna odpowiedzialność przedsiębiorstw sektora TSL w Polsce. Diagnoza i przyszłe wyzwania
• Strony: 145--165

Twórcy

autor

Izabela Dembińska-Cyran

• Uniwersytet Szczeciński

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