A comparative study of low-level management’s attitude to marketing and innovations in the luxury fashion industry: pro- or anti-CSR?

• Autorzy: MacGregor Robert K. , Sroka Włodzimierz , MacGregor Pelikánová Radka

Identyfikatory

DOI

10.17512/pjms.2020.21.2.17

Warianty tytułu

PL

Porównawcze badanie stosowania zarządzania na niższych poziomach do marketingu i innowacji w luksusowej branży modowej: pro- czy anty-CSR?

• Języki publikacji: EN

Abstrakty

EN

The senior management of several luxury fashion businesses proclaim a commitment to sustainability and an engagement in all CSR categories. However, how is this projected in the lower levels of management, i.e. do ‘low-level’ managers exercise their marketing and innovations tasks in a manner compatible with the proclaimed CSR? An investigative pioneering case study of the attitude of the low-level management of top luxury fashion businesses in Prague reveals that their marketing and innovation endeavours have very little in common with the CSR strategies and priorities set officially for the business. The comparative holistic Meta-analysis of three rounds of interviews points to critical problems generated by both systematic and individual deficiencies of the lower level managers that lead to their reduced knowledge and/or interest towards linking the marketing and innovation functions with CSR commands. This new discovery of the asymmetry of the attitude to marketing and innovations has strong implications for management research at the academic level, as well as for the practical drive for a more effective and efficient management. In this paper, the 1^st objective identified rather a satisfactory attitude of owners and senior managers, but the 2^nd investigative objective showed that low-level management often has a reduced knowledge and/or interest in linking the marketing and innovation functions with CSR best practice. The differences across even the same groups, as well as other intrinsic data proposed with respect to the 3^rd objective suggest that the causes for such a deplorable situation are both systematic and individual. The consequences include a loss of clientele. It is amazing that luxury fashion businesses with such developed CSR statements and advertised marketing and innovation actions linked to basically all CSR categories have front-line employees, including managers, who do not share such commitments, and, instead, excessively go into auxiliary aspects and ultimately frustrate CSR approaches.

PL

Kierownictwo kilku luksusowych firm modowych deklaruje zaangażowanie na rzecz zrównoważonego rozwoju i zaangażowanie we wszystkich kategoriach CSR. Jak jednak przewiduje się to na niższych szczeblach zarządzania, tj. Czy menedżerowie „niższego szczebla” wykonują swoje zadania marketingowe i innowacyjne w sposób zgodny z ogłoszonym CSR? Pionierskie studium przypadku dotyczące postawy kierownictwa najwyższego szczebla luksusowych firm modowych w Pradze pokazuje, że ich działania marketingowe i innowacyjne mają niewiele wspólnego ze strategiami i priorytetami CSR ustalonymi oficjalnie dla biznesu. Porównawcza holistyczna metaanaliza trzech rund wywiadów wskazuje na krytyczne problemy generowane zarówno przez systematyczne, jak i indywidualne braki menedżerów niższego szczebla, które prowadzą do ich ograniczonej wiedzy i / lub zainteresowania połączeniem funkcji marketingowych i innowacyjnych z zasadami CSR. To nowe odkrycie asymetrii podejścia do marketingu i innowacji ma silne implikacje dla badań nad zarządzaniem na poziomie akademickim, a także dla praktycznego dążenia do bardziej skutecznego i wydajnego zarządzania. W niniejszym dokumencie pierwszy cel wskazał raczej zadowalającą postawę właścicieli i kierowników wyższego szczebla, ale drugi cel dochodzeniowy wykazał, że kierownictwo niskiego szczebla często ma ograniczoną wiedzę i / lub zainteresowanie powiązaniem funkcji marketingowych i innowacyjnych z najlepszymi praktykami CSR. Różnice między nawet tymi samymi grupami, a także inne rzeczywiste dane zaproponowane w odniesieniu do trzeciego celu sugerują, że przyczyny tak złej sytuacji są zarówno systemowe, jak i indywidualne. Konsekwencje obejmują utratę klientów. To niesamowite, że luksusowe firmy modowe z tak opracowanymi deklaracjami CSR oraz reklamowanymi działaniami marketingowymi i innowacyjnymi związanymi zasadniczo ze wszystkimi kategoriami CSR zatrudniają pracowników pierwszej linii, w tym menedżerów, którzy nie podzielają takich zobowiązań, a zamiast tego nadmiernie angażują się w aspekty nieistotne i ostatecznie udaremniają podejścia do CSR.

Słowa kluczowe

EN

Corporate Social Responsibility; CSR; luxury fashion; management; sustainability

PL

społeczna odpowiedzialność biznesu; CSR; luksusowa moda; zarządzanie; rozwój zrównoważony

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 21, No. 2
• Strony: 240--255
• Opis fizyczny: Bibliogr. 86 poz., tab.

Twórcy

autor

MacGregor Robert K.

• Metropolitan University Prague

autor

Sroka Włodzimierz

• WSB University, Dąbrowa Górnicza, Poland

autor

MacGregor Pelikánová Radka

• Metropolitan University Prague

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).