Handbook of Research on Marketing and Corporate Social Responsibility
Show Less

Handbook of Research on Marketing and Corporate Social Responsibility

  • Research Handbooks in Business and Management series

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.
Buy Book in Print
Show Summary Details

Chapter 13: What can ants tell us about corporate social responsibility?

Deby L. Cassill

Extract

Can studies on the fire ant, Solenopsis invicta, enlighten us about the nature of corporate social responsibility? From an anatomical perspective, the answer is no. Fire ants are small, six-legged invertebrates that touch and sniff their way through their social environment using long, hairy antennae. To a lesser extent, fire ants use vision and taste. In contrast, we are large two-legged vertebrates who navigate our social environment using sight and sound; to a lesser extent, we use smell, taste and touch. However, from a behavioral perspective, the answer is absolutely yes. Similarities abound. Both humans and ants build permanent homes in which to rear family members. Both species establish and defend a territory around the home, declaring war on neighbors who attempt to invade. Both species hunt, forage and transport food to the home wherein it is further processed before distribution to infants and the elders (Cassill and Tschinkel, 1995, 1996, 1999a, 1999b, 1999c; Cassill, 2003). Both species provide shelter and food for the injured until they are healed or dead. Both species transport their dead to a grave site near, but not in, the home. From an organization perspective, the similarities between fire ants and humans are profound, differing by degree rather than kind. Like corporations, ant colonies are composed of leaders and workers. Leaders establish the goals for production, profit and survival; workers implement those goals. In ants, the leader is the queen; the workers are her sterile offspring.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.