《seeing through smoke and mirrows-a critical analysis of marketing CSR》.pdfVIP

Journal of Business Research 66 (2013) 1915 –1921 Contents lists available at SciVerse ScienceDirect Journal of Business Research Seeing through smoke and mirrors: A critical analysis of marketing CSR Ajnesh Prasad a,⁎, Ingo Holzinger b, 1 a Australian School of Business, University of New South Wales, Level 5 West Wing — ASB Building, Sydney, New South Wales 2052, Australia b Schulich School of Business, York University, 4700 Keele Street, Toronto, Ontario, Canada M3J 1P3 a r t i c l e i n f o a b s t r a c t Available online 21 March 2013 This study adopts a critical management studies perspective to appraise the phenomenon of marketing corporate social responsibility (CSR). Views emerging from critical management studies are particularly beneficial for a Keywords: project of this scope due to their ability to render visible the hidden ideologies that are the corollary of corporate Corporate marketing marketing of CSR initiatives. Slavoj Zizeks concept of false consciousness of ideology elucidates the dynamics of Corporate social responsibility this enactment. This paper concludes with a discussion of the contributions a critical management studies per- Critical management studies spective can impart on to discourses regarding corporate marketing and CSR, and provides some consideration False consciousness Ideology of the implications these arguments pose for practice. Slavoj Zizek