Revisiting the concept of a societal orientation: Conceptualization and delineation
- Authors
- Kang, Gi-Du; James, Jeffrey
- Issue Date
- Jul-2007
- Publisher
- SPRINGER
- Keywords
- business ethics; quality of life; social responsibility; societal orientation; societal marketing; corporate citizenship
- Citation
- JOURNAL OF BUSINESS ETHICS, v.73, no.3, pp.301 - 318
- Journal Title
- JOURNAL OF BUSINESS ETHICS
- Volume
- 73
- Number
- 3
- Start Page
- 301
- End Page
- 318
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/17791
- DOI
- 10.1007/s10551-006-9208-0
- ISSN
- 0167-4544
- Abstract
- Marketers have traditionally evaluated products and practices on the basis of whether something could be sold. It is also important to evaluate products and practices from a societal perspective, "Should a product be sold?" The first idea reflects a managerial orientation and what must be done to sell a product; the second idea reflects a societal orientation and the impact of selling a product. In relation to the second idea, the societal marketing concept was introduced in 1972. There has been little advancement in our understanding of a societal orientation since that time. The current study presents a conceptualization of a societal orientation based on a review of literature and qualitative interviews. The construct was conceptualized as "attention to the long-term well-being of individuals and society at large by enhancing positive impacts from and reducing negative effects associated with production and consumption of a product." Five domains comprising a societal orientation are proposed: physical consequences, psychological well-being, social relationships, economic contribution, and environmental consciousness.
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