The Corporate Paradox: Marketing, Innovation, Corruption and Pollution – An Overview of Corporate Successes and Failures

Abstract

Purpose – This chapter provides an overview of four aspects of corporate life which frame the wider parameters of corporate social responsibility (CSR): cause marketing and innovation versus corporate crime and environmental crime. By examining the positive and negative approaches of the corporate sector, this chapter highlights the significance of CSR, the success that emerges from the socially responsible firm and the problems that can emerge if the corporate is deviant in its practices.Design/methodology/approach – This chapter is based on a literature review and analysis of three aspects in corporate life: cause marketing, white-collar crime and environmental crime.Findings – This chapter provides a basis for perceiving corporate responsibility in three areas – marketing, fraud and pollution – all of which have become part of the contemporary corporate and social milieu.Practical implications – This chapter provides an outline of key elements in corporate engagement with cause marketing, white-collar crime and environmental crime, allowing for an extensive overview of the frameworks surrounding corporate behaviour.Originality/value of chapter – This chapter provides a multi-layered analysis of CSR issues from both positive and negative perspectives to provide a better understanding of the extent of the impact of corporate behaviour.

Citation

Leonard, L. and Alejandra Gonzalez-Perez, M. (2013), "The Corporate Paradox: Marketing, Innovation, Corruption and Pollution – An Overview of Corporate Successes and Failures", Leonard, L. and Alejandra Gonzalez-Perez, M. (Ed.) Principles and Strategies to Balance Ethical, Social and Environmental Concerns with Corporate Requirements (Advances in Sustainability and Environmental Justice, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 1-19. https://doi.org/10.1108/S2051-5030(2013)0000012006