SÜRDÜRÜLEBİLİR PAZARLAMA YAKLAŞIMIYLA KURUMSAL SOSYAL SORUMLULUĞUN BOYUTLARI AÇISINDAN İŞLETMELERİN SEKTÖREL BAZDA ÖNE ÇIKAN FAALİYETLERİNE İLİŞKİN BİR UYGULAMA

Abstract

Kurumsal sosyal sorumluluk, işletmelerin içinde bulundukları topluma dair endişelerini gidermek amacıyla operasyonlarına dahil ettikleri bir kavramdır ve pazarda rekabet avantajı sağlamalarına olanak sunmaktadır. Bu çalışmanın amacı, Capital Dergisi’nin Türkiye’nin en büyük 500 şirketi sıralamasında yer alan şirketlerin stratejilerinde kurumsal sosyal sorumluluk boyutlarının varlığını ortaya çıkarmaktır. Bu kapsamda çeşitli sektörlerde yer alan şirketlerin sektörler bazında ön plana çıkan kurumsal sosyal sorumluluk faaliyetlerine dair bir çerçeve sunulması amaçlanmaktadır. Sistematik örneklem yöntemi ile 99 şirket örnekleme dahil edilmiştir. Çalışmada veri kaynağı olarak şirketlerin kurumsal web sayfalarından yararlanılmıştır. Web sayfalarının içeriği içerik analizi kullanılarak incelenmiştir. Bulgular Türkiye’deki şirketlerin çoğunluğunun kurumsal sosyal sorumluluk boyutları açısından öncelikli olarak sosyal ve çevresel faaliyetlerde bulunduklarını ortaya koymaktadır.

Keywords

• kurumsal sosyal sorumluluk
• sürdürülebilirlik
• içerik analizi
• Corporate social responsibility
• sustainability
• content analysis

AN APPLICATION REGARDING THE MAIN ACTIVITIES OF THE COMPANIES ON A SECTORAL BASIS IN TERMS OF THE DIMENSIONS OF CORPORATE SOCIAL RESPONSIBILITY WITH A SUSTAINABLE MARKETING APPROACH

Abstract

Corporate social responsibility is a concept that companies include in their operations to address their concerns about the society they are in, and it allows them to gain a competitive advantage in the market. The purpose of this paper is to identify the presence of corporate social responsibility dimensions in the strategies of companies listed in the ranking of Capital Magazine's 500 largest companies in Turkey. In this context, it is aimed to present a framework for the corporate social responsibility activities which stand out based on sectors of companies in various sectors. With the systematic sampling method, 99 companies were included in the sampling. In the study, corporate web pages of companies were used as a source of data. The content of the web pages was analyzed using content analysis. The findings reveal that the majority of companies in Turkey primarily engage in social and environmental activities in terms of corporate social responsibility dimensions.

Keywords

• Corporate social responsibility
• sustainability
• content analysis

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