CSR - Where can the concept develop?

Abstract

Beside marketing many other disciplines deal with CSR, i.e. corporate social responsibility. The papers about the relation between corporate social performance (CSP) and corporate financial performance (CFP) become more popular in our days. There is also a dispute if this correlation is positive or negative or there is no correlation. This paper investigates with a literature review, how the correlation between CSP and CFP could influence the marketing function in the future. My results indicate that marketing should rise to two challenges. It should manage CSR as communication tool and also as corporate DNA.