Enrique Bigné Alcañiz

PERSPECTIVAS TEÓRICAS USADAS PARA EL ESTUDIO DE LA RESPONSABILIDAD SOCIAL EMPRESARIAL: UNA CLASIFICACIÓN CON BASE EN SU RACIONALIDAD

Mediante la exploracion en profundidad de la literatura relevante de los ultimos treinta y ocho anos, este trabajo pretende dos objetivos principales. Primero, identificar, revisar y sintetizar las teorias empleadas en la literatura para el estudio de la Responsabilidad Social Empresarial (RSE), exponiendo tanto sus preceptos fundamentales como las principales criticas a que se han visto sujetas. Segundo, se pretende establecer una clasificacion de dichas teorias de la RSE basada en dos criterios: (i) la racionalidad predominante que subyace a cada una de ellas y (ii) la concepcion del rol de la institucion empresarial en la sociedad que defienden. Esta clasificacion es una herramienta util para combinar apropiadamente perspectivas teoricas con distintas racionalidades, enriqueciendo asi la labor de quienes estudian la RSE.

Epistemological evolution of corporate social responsibility in marketing

The main aim of this research is to determine if marketing-salient literature focused on corporate social responsibility (CSR) has evolved from its origins to 2006, both quantitatively and qualitatively, and to learn which of three competitive epistemological evolutional views better fits to CSR evolution. A content analysis-based empirical examination of 1,082 papers focused on CSR was conducted. First, all selected papers were judged and discriminated attending their original discipline; then, the 153 documents identified as marketing’s belonging were judged by their epistemological orientation. Results show that the epistemological evolution of CSR within marketing literature fits to a progressive view.

Motivational Segmentation of Spanish Teleshoppers in an International Context

Abstract Teleshopping is evolving rapidly, thanks, in part, to advances in new technologies. In Spain, this commercial formula does not enjoy the same acceptance among consumers as in other countries, although future forecasts are optimistic. In addition, this topic has received scarce attention on the part of the Spanish researchers. Therefore, our main objective is Spanish teleshopper segmentation according to purchase motives in an international context. Firstly, we examine the main Spanish consumer motivations for purchasing through television. We then proceed to identify the underlying dimensions of these motives and finally we carry out a teleshopper motivational segmentation and compare it with another motivational typology identified in other countries.