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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

• Corporate social responsibility
• sustainability
• content analysis

Kaynakça

1. Referans1 Aggarwal, P., & Singh, A. K. (2019). CSR and sustainability reporting practices in India: an in-depth content analysis of top-listed companies. Social Responsibility Journal, 15(8), 1033-1053.
2. Referans2 Anastassova, L. (2015, October). Online reporting of corporate social responsibility of the hotels in Bulgaria: current situation and marketing implications. In DIEM: Dubrovnik International Economic Meeting, 2(1), 87-99. Sveučilište u Dubrovniku.
3. Referans3 Asongu, J. J. (2007). Strategic corporate social responsibility in practice. Greenview Publishing Co..
4. Referans4 Banerjee, S. B. (2008). Corporate social responsibility: the good, the bad and the ugly. Critical Sociology, 34(1), 51-79.
5. Referans5 Bowen, H. R. (1953). Social Responsibilities of the Businessman. New York: Harper&Row.
6. Referans6 Bozpolat, C., & Arslan, H. G. (2021). Kurumsal sosyal sorumluluk ile marka sadakati arasındaki ilişkide kurumsal itibarın aracılık etkisi. Third Sector Social Economic Review, 56(2), 941-966.
7. Referans7 Capital Dergisi. (2020). 500 büyük özel şirket, Yıl:28, 2020 / 8.
8. Referans8 Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.

9. Referans9 Carroll, A. B. (1991). Corporate social performance measurement: A commentary on methods for evaluating an elusive construct. Research in Corporate Social Performance and Policy, 12(42), 385-401. JAI Press Inc.
10. Referans10 Davis, K. (1973). The case for and against business assumption of social responsibilities. Academy of Management Journal, 16(2), 312-322.
11. Referans11 Davis, K. (1975). Five propositions for social responsibility. Business Horizons, 18(3), 19-24.
12. Referans12 Duarte, A. P., Mouro, C., & das Neves, J. G. (2010). Corporate social responsibility: mapping its social meaning. Management Research: Journal of the Iberoamerican Academy of Management, 8(2), 101-122.
13. Referans13 Friedman, M. (2007). The social responsibility of business is to increase its profits. In Corporate ethics and corporate governance (pp. 173-178). Springer, Berlin, Heidelberg.
14. Referans14 Giannarakis, G. (2022). The content of corporate social responsibility information: the case of Greek telecommunication sector. International Business Research, 4(3), 33-44.
15. Referans15 Global Reporting Initiative. (2016). The global standarts for sustainability reporting. https://www.globalreporting.org/standards/ Erişim Tarihi Mayıs 2021.
16. Referans16 Grudić Kvasić, S. (2014). Croatian companies’corporate social responsibility programs: content analysis. Ekonomska misao i praksa, (1), 85-104.
17. Referans17 Holcomb, J. L., Upchurch, R. S., & Okumus, F. (2007). Corporate social responsibility: what are top hotel companies reporting?. International Journal of Contemporary Hospitality Management, 19(6), 461-475.
18. Referans18 Horn, C., Brem, A., Wolfl, S., Ivens, B. S., & Hein, D. W. E. (2014). Corporate social responsibility in online social networks-an empirical analysis of corporate communication for brands on the German market. In 2 nd International Conference on Contemporary Marketing Issues (ICCMI).
19. Referans19 Kolk, A., Hong, P., & Van Dolen, W. (2010). Corporate social responsibility in China: an analysis of domestic and foreign retailers' sustainability dimensions. Business Strategy and the Environment, 19(5), 289-303.
20. Referans20 Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
21. Referans21 Laudal, T. (2010). An attempt to determine the CSR potential of the international clothing business. Journal of Business Ethics, 96(1), 63-77.
22. Referans22 Lee, M. Y., Fairhurst, A., & Wesley, S. (2009). Corporate social responsibility: a review of the top 100 US retailers. Corporate Reputation Review, 12(2), 140-158.
23. Referans23 López-Morales, J. S., Ortega-Ridaura, I., & Ortiz-Betancourt, I. (2017). Strategies of corporate social responsibility in Latin America: a content analysis in the extractive industry. AD-minister, (31), 115-135.
24. Referans24 Maignan, I., & Ralston, D. A. (2002). Corporate social responsibility in Europe and the US: insights from businesses’ self-presentations. Journal of International Business Studies, 33(3), 497-514.
25. Referans25 Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: an integrative framework. Journal of the Academy of Marketing science, 32(1), 3-19.
26. Referans26 Matten, D., & Moon, J. (2008). “Implicit” and “explicit” CSR: a conceptual framework for a comparative understanding of corporate social responsibility. Academy of Management Review, 33(2), 404-424.
27. Referans27 McMillan, S. J. (2000). The microscope and the moving target: The challenge of applying content analysis to the World Wide Web. Journalism & Mass Communication Quarterly, 77(1), 80-98.
28. Referans28 Memery, J., Megicks, P., & Williams, J. (2005). Ethical and social responsibility issues in grocery shopping: a preliminary typology. Qualitative Market Research: An International Journal, 8(4), 399-412.
29. Referans29 Moir, L. (2001). What do we mean by corporate social responsibility?. Corporate Governance: The international journal of business in society, 1(2), 16-22. MCB University Press.
30. Referans30 Nejati, M., Shafaei, A., Salamzadeh, Y., & Daraei, M. (2011). Corporate social responsibility and universities: A study of top 10 world universities’ websites. African Journal of Business Management, 5(2), 440-447.
31. Referans31 Ozdora-Aksak, E. (2015). An analysis of Turkey's telecommunications sector's social responsibility practices online. Public Relations Review, 41(3), 365-369.
32. Referans32 Pinkston, T. S., & Carroll, A. B. (1996). A retrospective examination of CSR orientations: have they changed?. Journal of Business Ethics, 15(2), 199-206.
33. Referans33 Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92.
34. Referans34 Ramakrishnan, S., Hishan, S. S., & Kanjanapathy, M. (2016). Corporate social responsibility in malaysian apparel manufacturing industry: a study on corporate social responsibility website reporting. International Review of Management and Marketing, 6(4), 205-208.
35. Referans35 Robin, D. P., & Reidenbach, R. E. (1987). Social responsibility, ethics, and marketing strategy: closing the gap between concept and application. Journal of Marketing, 51(1), 44-58.
36. Referans36 Sardanelli, D., Conte, F., Vollero, A., & Siano, A. (2021). CSR signals: exploring their use in controversial industries. Italian Journal of Marketing, 2021(3), 249-266.
37. Referans37 Sethi, S. P. (1979). A conceptual framework for environmental analysis of social issues and evaluation of business response patterns. Academy of Management Review, 4(1), 63-74.
38. Referans38 Shinde, J. S., Wacker, R., Shinde, U. S., & Hou, Z. J. (2011). Superfluity and murkiness in the understanding of social responsibility: a content analysis. Journal of Leadership, Accountability and Ethics, 8(3), 30-42.
39. Referans39 Silberhorn, D., & Warren, R. C. (2007). Defining corporate social responsibility: a view from big companies in Germany and the UK. European Business Review, 19(5), 352-372.
40. Referans40 Stojanović, A., Mihajlović, I., Safronova, N. B., Kunev, S., & Schulte, P. (2021). The multi-criteria analysis of corporate social responsibility: a comparative study of Russia, Bulgaria and Serbia. Journal of Management & Organization, 27(4), 809-829.
41. Referans41 Sweeney, L., & Coughlan, J. (2008). Do different industries report corporate social responsibility differently? An investigation through the lens of stakeholder theory. Journal of Marketing Communications, 14(2), 113-124.
42. Referans42 Türkmen, M., Pirtini, S., Bayraktar, A., & Bilgen, İ. (2016). Kurumsal sosyal sorumluluğun tüketicilerin satın alma niyeti ile ilişkisi üzerine bir araştırma. Öneri Dergisi, 12(45), 375-392.
43. Referans43 UN. United Nations Global Compact. (2015). https://d306pr3pise04h.cloudfront.net/docs/publications%2FUN_Global_Compact_Guide_to_Corporate_Sustainability.pdf Erişim Tarihi Mayıs 2021.
44. Referans44 Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), 927-953.
45. Referans45 Whitehouse, L. (2006). Corporate social responsibility: views from the frontline. Journal of Business Ethics, 63(3), 279-296.
46. Referans46 Wilkinson, D. & Birmingham, P. (2003). Using Research Instruments: A Guide for Researchers. London: Routledge Falmer.
47. Referans47 Woo, H., & Jin, B. (2016). Apparel firms’ corporate social responsibility communications: Cases of six firms from an institutional theory perspective. Asia Pacific Journal of Marketing and Logistics, 28(1), 37-55.
48. Referans48 Wood, D. J. (1991). Corporate social performance revisited. Academy of Management Review, 16(4), 691-718.
49. Referans49 Yang, L., Ngai, C. S., & Lu, W. (2020). Changing trends of corporate social responsibility reporting in the world-leading airlines. PloS one, 15(6), e0234258.