Business & Economics
- © Vilnius University, 2002-2009
- © Brno University of Technology, 2002-2009
- © University of Latvia, 2002-2009
Assuming Social Responsibility by Companies Through the Exchanges They Perform: A Stakeholder‘s Approach
Stefan Boboc, Ionel Dumitru, Alin Stancu
ABSTRACT. The paper presents social responsibility from the perspective of exchange acts. By reaching this goal we propose two studies: a study regarding the exchange acts, starting from the fact that the exchange acts are unbalanced and an exploratory research regarding the consumer’s perception on the size of the price as a results of the exchange between the company and a category of stakeholders with double role (employees and consumers of companies products). The article proposes a new vision on determining the price of the products, by pointing out the societal costs. The research conducted specifically highlights the source of these imbalances, respectively the contradictions between the interests of the two categories of stakeholders (internal and external). The formulation of marketing policies at corporate level should be based on sorting these contradictions through a shared vision of internal stakeholders to the needs and expectations of external stakeholders including of course a positive attitude towards societal costs.
KEYWORDS: societal cost, exchange, stakeholders, strategic learning, social responsibility, Romania.
JEL classification: M31, M14, P2.