THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Latin American Journal of Business Management |
Texto Completo: | https://www.lajbm.com.br/index.php/journal/article/view/594 |
Resumo: | Leadership is a social and mutual process where several players are involved in leadership interactions with the aim of achieving a collective goal. It can be connected to personal characteristics and it is linked with a structural network composed by numerous conceptions, namely power, political power and social influence. As enterprises recognise the growing importance of its interactions within customers and local society, responsible social marketing has been assuming a central role on the theoretical and practical framework. Social responsibility normally lays on three categories of analysis: ethical, environmental and social. The present study, in a conceptual basis, intends to gather some of the main contributions of leadership theories in organizational contexts with responsible social marketing. It presents a model proposed to be empirically tested on Delta Cafés, a portuguese brand, as a case of success on leadership and social responsible marketing levels. At the end, a reflexion on the theme is done, with the explanation of a model and future lines of research are discussed. |
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THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETINGO PAPEL DA LIDERANÇA EM CONTEXTOS ESPECÍFICOS DE MARKETING SOCIALMENTE RESPONSÁVELComunidadeCriação de ValorLiderançaMarketing Socialmente ResponsávelCommunityValue CreationLeadershipSocially Responsible MarketingLeadership is a social and mutual process where several players are involved in leadership interactions with the aim of achieving a collective goal. It can be connected to personal characteristics and it is linked with a structural network composed by numerous conceptions, namely power, political power and social influence. As enterprises recognise the growing importance of its interactions within customers and local society, responsible social marketing has been assuming a central role on the theoretical and practical framework. Social responsibility normally lays on three categories of analysis: ethical, environmental and social. The present study, in a conceptual basis, intends to gather some of the main contributions of leadership theories in organizational contexts with responsible social marketing. It presents a model proposed to be empirically tested on Delta Cafés, a portuguese brand, as a case of success on leadership and social responsible marketing levels. At the end, a reflexion on the theme is done, with the explanation of a model and future lines of research are discussed.A liderança é um processo de influência social e mútua em que vários atores se envolvem em interações de liderança no intuito de alcançar um objetivo coletivo. Pode ser associada às características de personalidade e relaciona-se com uma rede estrutural composta por inúmeras conceções, nomeadamente com o poder, o poder político e a influência social. Dado que as empresas reconhecem a importância crescente não só da interação com os seus clientes, mas também com a sociedade onde se inserem, o marketing socialmente responsável tem vindo a assumir um papel central, tanto sob o ponto de vista teórico como prático. A responsabilidade social assenta, normalmente, em três categorias de análise: ética, ambiental e social. O presente estudo visa, numa base concetual, reunir alguns dos principais contributos das teorias da liderança em contextos organizacionais e do marketing socialmente responsável, apresentando uma proposta de modelo a testar empiricamente no caso da marca portuguesa Delta Cafés como caso de sucesso ao nível da liderança e do marketing socialmente responsável. No final, procede-se a uma reflexão sobre o tema com a explicitação de um modelo e discutem-se linhas de investigação futura.edUNITAU2020-11-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://www.lajbm.com.br/index.php/journal/article/view/594Latin American Journal of Business Management; Vol. 11 No. 1 (2020)Latin American Journal of Business Management; Vol. 11 Núm. 1 (2020)Latin American Journal of Business Management; v. 11 n. 1 (2020)2178-4833reponame:Latin American Journal of Business Managementinstname:Universidade de Taubaté (UNITAU)instacron:UNITAUporhttps://www.lajbm.com.br/index.php/journal/article/view/594/277Copyright (c) 2020 Latin American Journal of Business Managementinfo:eu-repo/semantics/openAccessMalheiro, Maria AlexandraSousa, BrunoDieguez, Teresa2020-12-06T17:33:54Zoai:ojs2.lajbm.com.br:article/594Revistahttps://www.lajbm.com.br/index.php/journal/indexPUBhttp://www.lajbm.net/index.php/journal/oaimarcela.moraes@unitau.com.br||editor@lajbm.net2178-48332178-4833opendoar:2020-12-06T17:33:54Latin American Journal of Business Management - Universidade de Taubaté (UNITAU)false |
dc.title.none.fl_str_mv |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING O PAPEL DA LIDERANÇA EM CONTEXTOS ESPECÍFICOS DE MARKETING SOCIALMENTE RESPONSÁVEL |
title |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
spellingShingle |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING Malheiro, Maria Alexandra Comunidade Criação de Valor Liderança Marketing Socialmente Responsável Community Value Creation Leadership Socially Responsible Marketing |
title_short |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
title_full |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
title_fullStr |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
title_full_unstemmed |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
title_sort |
THE ROLE OF LEADERSHIP IN SPECIFIC CONTEXTS OF SOCIALLY RESPONSIBLE MARKETING |
author |
Malheiro, Maria Alexandra |
author_facet |
Malheiro, Maria Alexandra Sousa, Bruno Dieguez, Teresa |
author_role |
author |
author2 |
Sousa, Bruno Dieguez, Teresa |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Malheiro, Maria Alexandra Sousa, Bruno Dieguez, Teresa |
dc.subject.por.fl_str_mv |
Comunidade Criação de Valor Liderança Marketing Socialmente Responsável Community Value Creation Leadership Socially Responsible Marketing |
topic |
Comunidade Criação de Valor Liderança Marketing Socialmente Responsável Community Value Creation Leadership Socially Responsible Marketing |
description |
Leadership is a social and mutual process where several players are involved in leadership interactions with the aim of achieving a collective goal. It can be connected to personal characteristics and it is linked with a structural network composed by numerous conceptions, namely power, political power and social influence. As enterprises recognise the growing importance of its interactions within customers and local society, responsible social marketing has been assuming a central role on the theoretical and practical framework. Social responsibility normally lays on three categories of analysis: ethical, environmental and social. The present study, in a conceptual basis, intends to gather some of the main contributions of leadership theories in organizational contexts with responsible social marketing. It presents a model proposed to be empirically tested on Delta Cafés, a portuguese brand, as a case of success on leadership and social responsible marketing levels. At the end, a reflexion on the theme is done, with the explanation of a model and future lines of research are discussed. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/594 |
url |
https://www.lajbm.com.br/index.php/journal/article/view/594 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/594/277 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Latin American Journal of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Latin American Journal of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
edUNITAU |
publisher.none.fl_str_mv |
edUNITAU |
dc.source.none.fl_str_mv |
Latin American Journal of Business Management; Vol. 11 No. 1 (2020) Latin American Journal of Business Management; Vol. 11 Núm. 1 (2020) Latin American Journal of Business Management; v. 11 n. 1 (2020) 2178-4833 reponame:Latin American Journal of Business Management instname:Universidade de Taubaté (UNITAU) instacron:UNITAU |
instname_str |
Universidade de Taubaté (UNITAU) |
instacron_str |
UNITAU |
institution |
UNITAU |
reponame_str |
Latin American Journal of Business Management |
collection |
Latin American Journal of Business Management |
repository.name.fl_str_mv |
Latin American Journal of Business Management - Universidade de Taubaté (UNITAU) |
repository.mail.fl_str_mv |
marcela.moraes@unitau.com.br||editor@lajbm.net |
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1809281664260505600 |