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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
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Nonis-Hudson-Hunt (p. 95-106) 


Importance of Generational Corporate Social Responsibility Perspective:
A Literature Review

Author(s): Megan Fixen

Citation: Megan Fixen, (2020) "Importance of Generational Corporate Social Responsibility Perspective: A Literature Review," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 1,  pp. 83-90

Aricle Type: Research paper

Publisher: North American Business Press


The corporate social responsibility concept (CSR) is attracting attention in the business environment. This paper includes a review of CSR and the importance of understanding generational perspective of CSR. Evidence suggests that integrating CSR into business strategy has an impact on a company’s ability to attract and retain consumers. Literature revealed that implementing CSR initiatives results in benefits including building a favorable reputation and consumer loyalty. As a result, implementing CSR initiatives tailored to generational preferences might increase the ability of a business to realize the benefits previously listed. Therefore, understanding the perspectives of a specific generational market is meaningful.