Handbook of Research on Marketing and Corporate Social Responsibility
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Handbook of Research on Marketing and Corporate Social Responsibility

Edited by Ronald Paul Hill and Ryan Langan

The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives.
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Chapter 4: Organizational congruence with socially responsible behaviors

Minette E. Drumwright


Congruence between an organization and socially responsible behaviors is a major factor affecting the sustainability of such behaviors (e.g. Austin 2000; Berger et al. 2004, 2007; Drumwright 1994, 1996). When there is greater congruence, the socially responsible behaviors are more likely to be cultivated, sustained and augmented over time. When there is little or no congruence, the socially responsible behaviors, if they are initiated at all, are unlikely to take root and flourish. The purpose of this chapter is to explore a variety of factors that increase or reduce congruence and that can prompt an organization to migrate from lesser to greater congruence with socially responsible behaviors.

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