10.1177/0092070303258971 ARTICLEJOURNAL OF THE ACADEMY OF MARKETING SCIENCE WINTER 2004Maignan, Ferrell / CSR Corporate Social Responsibility and Marketing: An Integrative Framework

This article introduces a conceptualization of corporate social responsibility (CSR) that emphasizes the role and potential contribution of the marketing discipline. The proposed framework first depicts CSR initiatives as the ac-tions undertaken to display conformity to both organiza-tional and stakeholder norms. Then, the article discusses the managerial processes needed to monitor, meet, and even exceed, stakeholder norms. Finally, the analysis ex-plains how CSR initiatives can generate increased stake-holder support