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A MARKETING ORIENTED APPROACH ON THE RESTRUCTURING CORPORATE GOVERNANCE AND SOCIAL RESPONSIBILITY STRATEGIES DURING COVID-19

Year 2020, Volume: 4 Issue: 7, 1 - 21, 29.10.2020

Abstract

Companies that adopt corporate governance practices and have a sense of social responsibility are expected to gain competitive advantage in the market. So they can survive in the market. While companies can carry out corporate social responsibility activities in order to gain a strategic advantage in the days of old; today, they are engaged in such activities in order to produce solutions by providing close contact with their customers, understanding their customers' desires and needs, and provide social benefits. With the Covid-19 pandemic process that affects the whole world, customers tend to have more expectations from companies regarding such a challenge facing society. Therefore, it can be said that corporate social responsibility activities have gained importance at this point. In this paper, the Covid-19 pandemic process was conceptually evaluated within the framework of corporate governance and social responsibility from marketing perspective and suggestions were made regarding the strategies that companies should implement and related sectors.

References

  • Referans1 Agudelo, M.A.L., Jóhannsdóttir, L. ve Davídsdóttir, B., (2019), “A Literature Review of the History and Evolution of Corporate Social Responsibility”, International Journal of Corporate Social Responsibility, 4(1), s.1-23.
  • Referans2 Aktan, C.C., (2013), “Kurumsal Şirket Yönetimi”, Organizasyon ve Yönetim Bilimleri Dergisi, 5(1), s.150-161.
  • Referans3 Aluncha, M., (2016), A Handbook of Corporate Governance and Social Responsibility, Edited by Aras, G. and Crowther, D., Routledge Taylor & Francis Group.
  • Referans4 Amoako, G.K. ve Dartey-Baah, K, (2020), “Corporate Social Responsibility: Strategy for Boosting Brand Perception and Competitive Advantage”, In CSR and Socially Responsible Investing Strategies in Transitioning and Emerging Economies, IGI Global, s.65-78.
  • Referans5 Anwar, Y. ve El-Bassiouny, N., (2020), “Marketing and the Sustainable Development Goals (SDGs): A Review and Research Agenda”, In The Future of the UN Sustainable Development Goals, Springer, Cham, s.187-207.
  • Referans6 Ararat, M. ve Yurtoğlu, B.B., (2012), “Sermaye Piyasası Kurulu’nun Kurumsal Yönetim Konulu Tebliğleri İle İlgili Genel Değerlendirme ve Yorum”, Sabancı Üniversitesi Corporate Governance Forum of Turkey.
  • Referans7 Baskentli, S., Sen, S., Du, S. ve Bhattacharya, C.B., (2019), “Consumer Reactions to Corporate Social Responsibility: The Role of CSR Domains”, Journal of Business Research, 95, s.502-513.
  • Referans8 Brough, A.R. ve Martin, K.D., (2020), “Consumer Privacy During (and After) the COVID-19 Pandemic”, Journal of Public Policy & Marketing, DOI: 10.1177/0743915620929999, s.1-3.
  • Referans9 Business Impact, (2000), Winning with Integrity: A Guide to Social Responsibility, Business in the Community, London.
  • Referans10 Boston Consulting Group, Covid-19 BCG Perspectives, Mayıs 2020 Raporu.
  • Referans11 Chahal, H. ve Sharma, R.D., (2006), “Implications of Corporate Social Responsibility on Marketing Performance: A Conceptual Framework”, Journal of Services Research, 6(1), s.205-216.
  • Referans12 Chakraborty, A. ve Jha, A., (2019), “Corporate Social Responsibility in Marketing: A Review of the State-of-the-Art Literature”, Journal of Social Marketing, 9(4), s.418-446.
  • Referans13 Chandler, D., (2015), Corporate Social Responsibility: A Strategic Perspective, Business Expert Press.
  • Referans14 Choi, D.Y. ve Gray, E., (2010), Values-Centered Entrepreneurs and Their Companies, Routledge, Taylor&Francis Group.
  • Referans15 Council, ASX, (2010), Corporate Governance Principles and Recommendations with 2010 Amendments, Australian Securities Exchange, Sydney.
  • Referans16 Crisan, C.M. ve Borza, A., (2012), “Social Entrepreneurship and Corporate Social Responsibilities”, International Business Research, 5(2), s.106-113.
  • Referans17 Crowther, D. ve Aras, G., (2008), Corporate Social Responsibility, Ventus Publishing.
  • Referans18 de Sousa Jabbour, A.B.L., Jabbour, C.J.C., Hingley, M., Vilalta-Perdomo, E.L., Ramsden, G. ve Twigg, D, (2020), “Sustainability of Supply Chains in the Wake of the Coronavirus (COVID-19/SARS-CoV-2) Pandemic: Lessons and Trends”, Modern Supply Chain Research and Applications, DOI 10.1108/MSCRA-05-2020-0011.
  • Referans19 Denis, D.K. ve McConnell, J.J., (2003), “International Corporate Governance”, Journal of Financial and Quantitative Analysis, 38(1), s.1-36.
  • Referans20 Donthu, N., ve Gustafsson, A, (2020), “Effects of COVID-19 on Business and Research”, Journal of Business Research, 117, s.284-289.
  • Referans21 Eggers, F., (2020), “Masters of disasters? Challenges and Opportunities for SMEs in Times of Crisis”, Journal of Business Research, 116, s.199-208.
  • Referans22 Fernando, A.C., Muraleedharan, K.P. ve Satheesh, S.K., (2017), Corporate Governance Principles, Policies and Practices, Third Edition, Pearson India Education Services Pvt. Ltd.
  • Referans23 Gill, A., (2008), “Corporate Governance as Social Responsibility: A Research Agenda”, Berkeley J. Int'l L., 26, s.452.
  • Referans24 He, H. ve Harris, L., (2020), “The Impact of Covid-19 Pandemic on Corporate Social Responsibility and Marketing Philosophy”, Journal of Business Research, 116, s.176-182.
  • Referans25 Jamali, D., Safieddine, A.M. ve Rabbath, M., (2008), “Corporate Governance and Corporate Social Responsibility Synergies and Interrelationships”, Corporate Governance: An International Review, 16(5), s.443-459.
  • Referans26 Jones, T.M., (1980), “Corporate Social Responsibility Revisited, Redefined”, California Management Review, 22(3), s.59-67.
  • Referans27 Kirk, C.P. ve Rifkin, L.S., (2020), “I'll Trade You Diamonds for Toilet Paper: Consumer Reacting, Coping and Adapting Behaviors in the COVID-19 Pandemic”, Journal of Business Research, 117, s.124-131.
  • Referans28 Kotler, P., ve Lee, N, (2008), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, John Wiley & Sons.
  • Referans29 Knowles, J., Ettenson, R., Lynch, P. ve Dollens, J., (2020), “Growth Opportunities for Brands During the COVID-19 Crisis”, MIT Sloan Management Review, 61(4), s.2-6.
  • Referans30 London, M. ve Morfopoulos, R.G., (2010), Social Entrepreneurship: How to Start Successful Corporate Social Responsibility and Community-Based Initiatives for Advocacy and Change, Routledge, Taylor&Francis Group.
  • Referans31 McKinsey & Company, “Beyond Coronavirus; The Path to the Next Normal”, Mart 2020 Raporu.
  • Referans32 McKinseyDigital, “The Covid-19 Recovery Will Be Digital: A Plan for the First 90 Days”, Mayıs 2020 Raporu.
  • Referans33 McWilliams, A. ve Siegel, D., (2001), “Corporate Social Responsibility: A Theory of the Firm Perspective”, Academy of management review, 26(1), s.117-127.
  • Referans34 Moir, L., (2001), “What Do We Mean by Corporate Social Responsibility?”, Corporate Governance: The International Journal of Business in Society, 1(2), s.16-22.
  • Referans35 Pantano, E., Pizzi, G., Scarpi, D. ve Dennis, C., (2020), “Competing During a Pandemic? Retailers’ Ups and Downs During the COVID-19 Outbreak”, Journal of Business Research, 116, s.209-213.
  • Referans36 Porter, M.E. ve Kramer, M.R., (2006), “The Link Between Competitive Advantage and Corporate Social Responsibility”, Harvard Business Review, 84(12), s.78-92.
  • Referans37 Pricewaterhouse Coopers, “Covid-19 Pandemi Krizinin Türkiye’ye Etkileri”, Nisan 2020 Raporu.
  • Referans38 Pricewaterhouse Coopers, “Considering the Potential Business Impacts of the Covid-19 Outbreak”, Mart 2020 Raporu.
  • Referans39 Sharma, P., Leung, T.Y., Kingshott, R.P., Davcik, N.S. ve Cardinali, S., (2020), “Managing Uncertainty During a Global Pandemic: An International Business Perspective”, Journal of Business Research, 116, s.188-192.
  • Referans40 Sheth, J., (2020), “Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?”, Journal of Business Research, 117, s.280-283.
  • Referans41 Vallaster, C., Lindgreen, A. ve Maon, F., (2012), “Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective”, California Management Review, 54(3), s.34-60.
  • Referans42 Wang, Y., Hong, A., Li, X. Ve Gao, J., (2020), “Marketing Innovations During a Global Crisis: A Study of China Firms’ Response to COVID-19”, Journal of Business Research, 116, s.214-220.

COVID-19 SÜRECİNDE İŞLETMELERDE KURUMSAL YÖNETİM VE SOSYAL SORUMLULUK STRATEJİLERİNİN YENİDEN YAPILANDIRILMASI ÜZERİNE PAZARLAMA YÖNLÜ BİR YAKLAŞIM

Year 2020, Volume: 4 Issue: 7, 1 - 21, 29.10.2020

Abstract

Kurumsal yönetim uygulamalarını benimseyen ve sosyal sorumluluk anlayışına sahip firmaların pazarda rekabet avantajı elde etmesi beklenmektedir. Böylece pazarda varlıklarını sürdürebilirler. Firmalar önceleri stratejik bir avantaj elde edebilmek için kurumsal sosyal sorumluluk faaliyetlerini gerçekleştirebilirken; günümüzde müşterileri ile yakın temasta bulunarak, müşterilerinin istek ve ihtiyaçlarını anlayarak çözümler üretmek, toplumsal açıdan yarar sunmak adına bu tür faaliyetlerde bulunmaktadırlar. Tüm dünyayı etkisi altına alan Covid-19 pandemi süreci ile birlikte müşterilerin toplumun karşılaştığı bu tür bir zorluğa yönelik firmalardan beklentileri daha fazla olma eğilimindedir. Dolayısı ile kurumsal sosyal sorumluluk faaliyetlerinin bu noktada önem kazandığı söylenebilir. Bu çalışmada Covid-19 pandemi süreci kurumsal yönetim ve sosyal sorumluluk çerçevesinde pazarlama bakış açısı ile kavramsal açıdan değerlendirilerek, firmaların uygulamaları gereken stratejilere ve sektörlere dair öneriler getirilmeye çalışılmıştır.

References

  • Referans1 Agudelo, M.A.L., Jóhannsdóttir, L. ve Davídsdóttir, B., (2019), “A Literature Review of the History and Evolution of Corporate Social Responsibility”, International Journal of Corporate Social Responsibility, 4(1), s.1-23.
  • Referans2 Aktan, C.C., (2013), “Kurumsal Şirket Yönetimi”, Organizasyon ve Yönetim Bilimleri Dergisi, 5(1), s.150-161.
  • Referans3 Aluncha, M., (2016), A Handbook of Corporate Governance and Social Responsibility, Edited by Aras, G. and Crowther, D., Routledge Taylor & Francis Group.
  • Referans4 Amoako, G.K. ve Dartey-Baah, K, (2020), “Corporate Social Responsibility: Strategy for Boosting Brand Perception and Competitive Advantage”, In CSR and Socially Responsible Investing Strategies in Transitioning and Emerging Economies, IGI Global, s.65-78.
  • Referans5 Anwar, Y. ve El-Bassiouny, N., (2020), “Marketing and the Sustainable Development Goals (SDGs): A Review and Research Agenda”, In The Future of the UN Sustainable Development Goals, Springer, Cham, s.187-207.
  • Referans6 Ararat, M. ve Yurtoğlu, B.B., (2012), “Sermaye Piyasası Kurulu’nun Kurumsal Yönetim Konulu Tebliğleri İle İlgili Genel Değerlendirme ve Yorum”, Sabancı Üniversitesi Corporate Governance Forum of Turkey.
  • Referans7 Baskentli, S., Sen, S., Du, S. ve Bhattacharya, C.B., (2019), “Consumer Reactions to Corporate Social Responsibility: The Role of CSR Domains”, Journal of Business Research, 95, s.502-513.
  • Referans8 Brough, A.R. ve Martin, K.D., (2020), “Consumer Privacy During (and After) the COVID-19 Pandemic”, Journal of Public Policy & Marketing, DOI: 10.1177/0743915620929999, s.1-3.
  • Referans9 Business Impact, (2000), Winning with Integrity: A Guide to Social Responsibility, Business in the Community, London.
  • Referans10 Boston Consulting Group, Covid-19 BCG Perspectives, Mayıs 2020 Raporu.
  • Referans11 Chahal, H. ve Sharma, R.D., (2006), “Implications of Corporate Social Responsibility on Marketing Performance: A Conceptual Framework”, Journal of Services Research, 6(1), s.205-216.
  • Referans12 Chakraborty, A. ve Jha, A., (2019), “Corporate Social Responsibility in Marketing: A Review of the State-of-the-Art Literature”, Journal of Social Marketing, 9(4), s.418-446.
  • Referans13 Chandler, D., (2015), Corporate Social Responsibility: A Strategic Perspective, Business Expert Press.
  • Referans14 Choi, D.Y. ve Gray, E., (2010), Values-Centered Entrepreneurs and Their Companies, Routledge, Taylor&Francis Group.
  • Referans15 Council, ASX, (2010), Corporate Governance Principles and Recommendations with 2010 Amendments, Australian Securities Exchange, Sydney.
  • Referans16 Crisan, C.M. ve Borza, A., (2012), “Social Entrepreneurship and Corporate Social Responsibilities”, International Business Research, 5(2), s.106-113.
  • Referans17 Crowther, D. ve Aras, G., (2008), Corporate Social Responsibility, Ventus Publishing.
  • Referans18 de Sousa Jabbour, A.B.L., Jabbour, C.J.C., Hingley, M., Vilalta-Perdomo, E.L., Ramsden, G. ve Twigg, D, (2020), “Sustainability of Supply Chains in the Wake of the Coronavirus (COVID-19/SARS-CoV-2) Pandemic: Lessons and Trends”, Modern Supply Chain Research and Applications, DOI 10.1108/MSCRA-05-2020-0011.
  • Referans19 Denis, D.K. ve McConnell, J.J., (2003), “International Corporate Governance”, Journal of Financial and Quantitative Analysis, 38(1), s.1-36.
  • Referans20 Donthu, N., ve Gustafsson, A, (2020), “Effects of COVID-19 on Business and Research”, Journal of Business Research, 117, s.284-289.
  • Referans21 Eggers, F., (2020), “Masters of disasters? Challenges and Opportunities for SMEs in Times of Crisis”, Journal of Business Research, 116, s.199-208.
  • Referans22 Fernando, A.C., Muraleedharan, K.P. ve Satheesh, S.K., (2017), Corporate Governance Principles, Policies and Practices, Third Edition, Pearson India Education Services Pvt. Ltd.
  • Referans23 Gill, A., (2008), “Corporate Governance as Social Responsibility: A Research Agenda”, Berkeley J. Int'l L., 26, s.452.
  • Referans24 He, H. ve Harris, L., (2020), “The Impact of Covid-19 Pandemic on Corporate Social Responsibility and Marketing Philosophy”, Journal of Business Research, 116, s.176-182.
  • Referans25 Jamali, D., Safieddine, A.M. ve Rabbath, M., (2008), “Corporate Governance and Corporate Social Responsibility Synergies and Interrelationships”, Corporate Governance: An International Review, 16(5), s.443-459.
  • Referans26 Jones, T.M., (1980), “Corporate Social Responsibility Revisited, Redefined”, California Management Review, 22(3), s.59-67.
  • Referans27 Kirk, C.P. ve Rifkin, L.S., (2020), “I'll Trade You Diamonds for Toilet Paper: Consumer Reacting, Coping and Adapting Behaviors in the COVID-19 Pandemic”, Journal of Business Research, 117, s.124-131.
  • Referans28 Kotler, P., ve Lee, N, (2008), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, John Wiley & Sons.
  • Referans29 Knowles, J., Ettenson, R., Lynch, P. ve Dollens, J., (2020), “Growth Opportunities for Brands During the COVID-19 Crisis”, MIT Sloan Management Review, 61(4), s.2-6.
  • Referans30 London, M. ve Morfopoulos, R.G., (2010), Social Entrepreneurship: How to Start Successful Corporate Social Responsibility and Community-Based Initiatives for Advocacy and Change, Routledge, Taylor&Francis Group.
  • Referans31 McKinsey & Company, “Beyond Coronavirus; The Path to the Next Normal”, Mart 2020 Raporu.
  • Referans32 McKinseyDigital, “The Covid-19 Recovery Will Be Digital: A Plan for the First 90 Days”, Mayıs 2020 Raporu.
  • Referans33 McWilliams, A. ve Siegel, D., (2001), “Corporate Social Responsibility: A Theory of the Firm Perspective”, Academy of management review, 26(1), s.117-127.
  • Referans34 Moir, L., (2001), “What Do We Mean by Corporate Social Responsibility?”, Corporate Governance: The International Journal of Business in Society, 1(2), s.16-22.
  • Referans35 Pantano, E., Pizzi, G., Scarpi, D. ve Dennis, C., (2020), “Competing During a Pandemic? Retailers’ Ups and Downs During the COVID-19 Outbreak”, Journal of Business Research, 116, s.209-213.
  • Referans36 Porter, M.E. ve Kramer, M.R., (2006), “The Link Between Competitive Advantage and Corporate Social Responsibility”, Harvard Business Review, 84(12), s.78-92.
  • Referans37 Pricewaterhouse Coopers, “Covid-19 Pandemi Krizinin Türkiye’ye Etkileri”, Nisan 2020 Raporu.
  • Referans38 Pricewaterhouse Coopers, “Considering the Potential Business Impacts of the Covid-19 Outbreak”, Mart 2020 Raporu.
  • Referans39 Sharma, P., Leung, T.Y., Kingshott, R.P., Davcik, N.S. ve Cardinali, S., (2020), “Managing Uncertainty During a Global Pandemic: An International Business Perspective”, Journal of Business Research, 116, s.188-192.
  • Referans40 Sheth, J., (2020), “Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?”, Journal of Business Research, 117, s.280-283.
  • Referans41 Vallaster, C., Lindgreen, A. ve Maon, F., (2012), “Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective”, California Management Review, 54(3), s.34-60.
  • Referans42 Wang, Y., Hong, A., Li, X. Ve Gao, J., (2020), “Marketing Innovations During a Global Crisis: A Study of China Firms’ Response to COVID-19”, Journal of Business Research, 116, s.214-220.
There are 42 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Özgür Çengel 0000-0001-9112-5076

Serdar Pirtini 0000-0002-7838-4863

Ilgın Çakıroğlu 0000-0002-3294-9275

Publication Date October 29, 2020
Submission Date July 9, 2020
Published in Issue Year 2020 Volume: 4 Issue: 7

Cite

APA Çengel, Ö., Pirtini, S., & Çakıroğlu, I. (2020). COVID-19 SÜRECİNDE İŞLETMELERDE KURUMSAL YÖNETİM VE SOSYAL SORUMLULUK STRATEJİLERİNİN YENİDEN YAPILANDIRILMASI ÜZERİNE PAZARLAMA YÖNLÜ BİR YAKLAŞIM. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi, 4(7), 1-21.