
Services Strategy 165
7.2 Services Marketing Insight Corporate Strategy and Social Responsibility
Business and society need each other. The interrelation-
ship between a corporation and the society needs to
be addressed in strategies and activities of a company.
It is necessary to identify both positive and negative
effects of the society on the company’s prospects and
determine the areas to be addressed. Business concerns
should apply their considerable resources, expertise and
insights to activities that benefit the society. Corporate
social responsibility should be strategic and operational,
but not cosmetic.
The proponents of corporate ...