The article by Tillmann Wagner, Richard J. Lutz, & Barton A. Weitz, “ Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions” has taken another step forward in this issue and has clearly identified certain aspects related to social responsibility of corporate environment as hypocritical as in most cases organizations in modern business environment come under shadows of the issue of regarding social responsibility to develop their stance regarding connection with customers, “ When making purchase decisions, consumers, particularly those in developed countries, are placing more importance on the social responsibility of firms.
Social responsibility perceptions affect the image of brands and firms, the propensity of consumers to buy brands and patronize retailers, and the financial performance of firms” (Wagner, Lutz, & Weitz, 2009, p. 77). However, the hypocritical approach of modern business organizations to develop their publicity stunt under the masquerade of social responsibility is increasingly becoming a failure due to factors like media initiatives and an increasing rate of consumer awareness. In order to elucidate their discussion, the authors have provided considerable focus on the theory of corporate social responsibility, “ Corporate social responsibility is defined as a company’ s obligation to exert a positive impact and minimize its negative impact on society” (Wagner, Lutz, & Weitz, 2009, p.
78); additionally, the authors also have discussed the perceptions regarding corporate social responsibilities with the help of empirical data. Theirs also have attempted to define corporate hypocrisy and the consequences of this vice on consumers. It has also been revealed through their research that in most cases companies use their respective strategies of communication to provide an impression of corporate social responsibility to the customers.
Despite the fact that research of the authors have attempted to provide a clear picture adoption of such hypocritical approach can hamper people’ s perception regarding an organization, it is a matter of serious concern whether the companies would finally learn from mistakes or keep on pursuing the path of hypocrisy. At the same time, if an attempt is made in relation to the article “ Taboos in Corporate Social Responsibility Discourse” by Tomi J. Kallio, it can clearly be said that companies have not really taken some serious initiatives for breaking up conventional taboos and provide customers with a true impression regarding corporate social responsibility.
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