Title: Market positioning and corporate responsibility

Authors: Ashok P. Ranchhod, Patricia Park

Addresses: Southampton Business School, East Park Terrace, Southampton, SO14 0RH, UK. ' Southampton Business School, East Park Terrace, Southampton, SO14 0RH, UK

Abstract: With the current problems surrounding the unethical behaviour of companies and the growth in public awareness of environmental issues, it was inevitable that governments would introduce legislation covering sensible company obligations. This paper examines the issues surrounding legislation in corporate social responsibility and attempts to relate them to stakeholder management. In the long run, companies that take an active interest in such legislation will be in a particularly strong position to develop strong market positioning strategies.

Keywords: corporate social responsibility; legislation; market positioning; stakeholders; ethics; stakeholder management; CSR.

DOI: 10.1504/IJBGE.2004.005253

International Journal of Business Governance and Ethics, 2004 Vol.1 No.2/3, pp.175 - 191

Available online: 16 Sep 2004 *

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