Corporate social responsibility in sales - Utilising CSR activities during sales process

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School of Business | Bachelor's thesis
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Date

2019

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

35

Series

Abstract

The aim of this paper is to examine what is Corporate Social Responsibility (CSR) and how related activities could be used in sales personnel’s daily work. The different perspectives of CSR are discussed to understand if it is a necessity or a motivational factor. CSR can increase costs and negativity. But it can also decrease costs, and bring new profitability via product and process innovations. It can be a source for differentiation. It can even transform the company’s business model. Different sales perspectives from sales-oriented to customer-oriented approaches, from processes to ecosystems, are reviewed to understand the environment in which the work is performed, and what is the role of sales in this environment. Points of parity between selling and CSR are identified - meeting mandatory requirements, identifying new opportunities, and helping relationship-building. Suggestions for sales management are made: map customer’s CSR orientation, tailor messages based on mapping, give management feedback of company’s ability to meet requirements and add value, and utilise trending concerns directly in sales argumentation.

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Thesis advisor

Kajalo, Sami

Keywords

CSR, corporate social responsibility, sales, selling

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https://urn.fi/URN:NBN:fi:aalto-201908044621

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[kand] Kauppakorkeakoulu / BIZ