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 12: A Latin American view of CSR and marketing

Francisco Guzmán


Although historically lagging in the adoption of corporate social responsibility (CSR) (Guzmán et al., 2008; Haslam, 2004), Latin American businesses have taken important steps in the adoption of CSR programs in the past ten years. Paradoxically, while the developing nature of most Latin American countries’ economies represents a unique scenario for companies to contribute to society, the rate and intensity of adoption of CSR programs have not been as high as in more developed nations. For example, in most European nations, despite their high tax rates and the high level of citizen expectations derived from their welfare state, companies have been historically engaged in CSR programs. Meanwhile, in Latin American countries, where general economic conditions are not as favorable and citizens less skeptical or critical of companies contributing to raise the levels of welfare, companies have historically been less engaged. Some authors have argued that the low level of engagement in CSR programs in Latin American marketplaces is due to existing low reward structures and regulation for CSR (Gutiérrez and Jones, 2005; Guzmán et al., 2008). Others argue that the lower levels of CSR practices in emerging markets are due to the fact that these activities have been primarily promoted by multinational and not local companies (Haslam, 2004; Husted and Allen, 2006; Muller and Kolk, 2009; Peinado-Vara, 2006).

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