Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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Figure 17.6
CSR and customer value propositions Types of value proposition Corporate social responsibility questions All benefits value proposition Favourable points of difference value proposition Resonating focus value proposition Lists all the benefits the customer will receive and why they should buy this offering Identifies the favourable points of difference compared to the alternatives for the customer Focuses on the one or two points of difference whose improvement will deliver the greatest value to the customer Risks assuming that favourable differences create value for the customer Requires deeper kowledge of what drives value for the customer Risks asserting benefits that do not really create customer value What customer benefits are linked to our CSR initiatives? In what ways does our CSR strategy make us more attractive to the customer than our competitors? How do our CSR initiatives align with customer priorities and drive customer value? 518 CHAPTER 17 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS Company responses to social issues fall into several categories, ranging from altruistic company philanthropy and the concept of social enterprise, to defensive moves to protect competitive position, to strategic moves that aim to create competitive advantage through CSR initiatives. Our attention focuses on the latter areas: defensive CSR and creating com- petitive advantage through CSR. We place this into a strategic marketing context by examin- ing the impact of CSR on customer value, and the varying ways in which companies appear to be responding to CSR imperatives. Download 6.59 Mb. Do'stlaringiz bilan baham: 
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