A recent survey found that 79 percent of Internet and e-commerce companies take absolutely no social responsibility. Even more worrying is the finding that 75 percent of these Internet companies justify this omission on the grounds that they don't have any environmental or social impacts, while 55 percent said they didn't have time to think about these issues, and 50 percent said they didn't have the expertise to address them. Would these Internet-based companies benefit from acting more socially responsible? Explain your answer.

Question

What will be an ideal response?

Answer 1

Social responsibility encompasses profit responsibility, stakeholder responsibility, and societal responsibility. Societal responsibility refers to obligations that organizations have (1) to the preservation of the ecological environment and (2) to the general public. A formal practice of giving service to the general public is referred to as cause marketing, which occurs when the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. They can also enhance corporate sales and profits. Today, emphasis is placed on what is termed the triple-bottom line - recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth. Growing interest in green marketing, cause marketing, and sustainable development reflect this recognition. Green marketing refers to marketing efforts to produce, promote, and reclaim environmentally sensitive products. Cause marketing programs incorporate all three concepts of social responsibility by addressing public concerns and satisfying customer needs. Frequently, marketing and social responsibility programs are often integrated. Sustainable development involves conducting business in a way that protects the natural environment while making economic progress. Ecologically responsible initiatives such as green marketing represent one such initiative.