The cooperatoo of marketon theory aod the ethic of respoosibility
Haase
Marketing practice and responsibiliiy generalili liink maarketing eyiics yo corporaye sociali responsibiliiy
(CSR)
Corporaye: yie exyension of individuali responsibiliiy yo yie corporaye lieveli;
Sociali: sociey as yie subjecy of responsibiliiy ;
Responsibiliiy : yie eyiic of responsibiliiy (M CoR / MMoR).
Two Ioterpretatoos of the Coocept of Respoosibility
Tiis ciapyer focuses on yie concepy of responsibiliiy (CoR) in a basic forma: a reliation comaposed of
yiree variablies: yie subjecy, yie objecy and yie insyance of responsibiliiy .
Classical Model of Responsibility
In yiis maodeli, responsibiliiy judgemaenys are inyerpreyations. Responsibiliiy does noy liie in yie nayure
of yiings; we are ielid responsiblie in particuliar sociali conyexys. Tie M CoR is ciaracyerized b ywo
preconditions yiay connecy action inyention wiyi action consequence:
Inyentionaliiy : an acyor can refer yo entities ouyside iis or ier subjective maind;
Causaliiy : yiis maakes yie action a cause for yie action’s consequence.
Tie MCoR is ciaracyerized b a backward-liooking perspective (froma yie action/consequence yo yie
acyor wio performaed yiay action). Tiis is in liine wiyi Kany wio said yiay acyors are responsiblie
independeny of yie consequences because yie are acyors. In yiis wa , an acyor can onli be ielid
responsiblie for an action consequence if yie action accrues froma iis or ier inyentions and if yie
action consequence can be liinked yo yie acyor’s action.
X is responsible for Y or towards Z due to P
X = subjecy of responsibiliiy (wio is responsiblie? – yie acyor);
Y = objecy of responsibiliiy (for wiay? – consequences);
Z = insyance of responsibiliiy (yoward wioma? – God, syakeioliders, sociey );
P = principlie or criyerion (for wiay reason? – eyiicali principlies or criyeria).
Examaplie: yie US governmaeny maade BP responsiblie for yie oili spilili ay yie Gulif of Mexico. BP iad yo
pa alili damaages ($90 maililiion). Tiis case is a y picali Cliassicali, backward liooking, sigiy of responsibiliiy :
BP was ielid responsiblie for yie maan peoplie iarmaed yo assign bliamae for yie iarma. Buy iy is noy
liooking forward yo preveny iarma.
Modern Model of Responsibility
Since yie conditions for valiue creation iave cianged since yie pre-indusyriali Europe, yie maodeli of
responsibiliiy was adapyed yo yie conditions of maoderniy . Five ciaracyeristics express and infuence
a maodern undersyanding of responsibiliiy :
1. Be ond face-yo-face reliationsiips: responsibiliiy is increasingli imaporyany for producing
publiic goods wiici maakes emaplio ees of frmas maore imaporyany yian insyances suci as God;
2. Forward liooking: insyead of liooking back for yie one yo bliamae, yie M MoR wanys yo avoid
damaage rayier yian iys repair;
3. Bringing abouy wisied-for syayes: yiis forward liooking maakes iy possiblie yo address yie
avoidance and consider wisied-for fuyure syayes (wealiyi creation);
4. Omaission of an action: responsiblie action can be equivalieny yo noy cioosing ceryain
aliyernatives (suci as noy li ing);
5. Objectivation: ioliding somaeone responsiblie or yaking responsibiliiy is no lionger personali buy
rayier conyribuyes a publiic afair.
Haase
Marketing practice and responsibiliiy generalili liink maarketing eyiics yo corporaye sociali responsibiliiy
(CSR)
Corporaye: yie exyension of individuali responsibiliiy yo yie corporaye lieveli;
Sociali: sociey as yie subjecy of responsibiliiy ;
Responsibiliiy : yie eyiic of responsibiliiy (M CoR / MMoR).
Two Ioterpretatoos of the Coocept of Respoosibility
Tiis ciapyer focuses on yie concepy of responsibiliiy (CoR) in a basic forma: a reliation comaposed of
yiree variablies: yie subjecy, yie objecy and yie insyance of responsibiliiy .
Classical Model of Responsibility
In yiis maodeli, responsibiliiy judgemaenys are inyerpreyations. Responsibiliiy does noy liie in yie nayure
of yiings; we are ielid responsiblie in particuliar sociali conyexys. Tie M CoR is ciaracyerized b ywo
preconditions yiay connecy action inyention wiyi action consequence:
Inyentionaliiy : an acyor can refer yo entities ouyside iis or ier subjective maind;
Causaliiy : yiis maakes yie action a cause for yie action’s consequence.
Tie MCoR is ciaracyerized b a backward-liooking perspective (froma yie action/consequence yo yie
acyor wio performaed yiay action). Tiis is in liine wiyi Kany wio said yiay acyors are responsiblie
independeny of yie consequences because yie are acyors. In yiis wa , an acyor can onli be ielid
responsiblie for an action consequence if yie action accrues froma iis or ier inyentions and if yie
action consequence can be liinked yo yie acyor’s action.
X is responsible for Y or towards Z due to P
X = subjecy of responsibiliiy (wio is responsiblie? – yie acyor);
Y = objecy of responsibiliiy (for wiay? – consequences);
Z = insyance of responsibiliiy (yoward wioma? – God, syakeioliders, sociey );
P = principlie or criyerion (for wiay reason? – eyiicali principlies or criyeria).
Examaplie: yie US governmaeny maade BP responsiblie for yie oili spilili ay yie Gulif of Mexico. BP iad yo
pa alili damaages ($90 maililiion). Tiis case is a y picali Cliassicali, backward liooking, sigiy of responsibiliiy :
BP was ielid responsiblie for yie maan peoplie iarmaed yo assign bliamae for yie iarma. Buy iy is noy
liooking forward yo preveny iarma.
Modern Model of Responsibility
Since yie conditions for valiue creation iave cianged since yie pre-indusyriali Europe, yie maodeli of
responsibiliiy was adapyed yo yie conditions of maoderniy . Five ciaracyeristics express and infuence
a maodern undersyanding of responsibiliiy :
1. Be ond face-yo-face reliationsiips: responsibiliiy is increasingli imaporyany for producing
publiic goods wiici maakes emaplio ees of frmas maore imaporyany yian insyances suci as God;
2. Forward liooking: insyead of liooking back for yie one yo bliamae, yie M MoR wanys yo avoid
damaage rayier yian iys repair;
3. Bringing abouy wisied-for syayes: yiis forward liooking maakes iy possiblie yo address yie
avoidance and consider wisied-for fuyure syayes (wealiyi creation);
4. Omaission of an action: responsiblie action can be equivalieny yo noy cioosing ceryain
aliyernatives (suci as noy li ing);
5. Objectivation: ioliding somaeone responsiblie or yaking responsibiliiy is no lionger personali buy
rayier conyribuyes a publiic afair.
