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E-Business and CSR: An Unbridgeable Tension?

  • While many stationary dealers have already adapted to the growing requirements of customers with respect to Corporate Social Responsibility (CSR), many e-business companies have not yet made this pioneering position shift. However, a sustainable harmonization of e-commerce platforms to the needs of green customers1 is an indispensability to survive for many online merchants in the competitive market in the future. Even today, many of the critical customers of Generation Y face an almost insoluble dilemma. Although they want to benefit from the numerous advantages of online trading, at the same time they also want to act in accordance with their personal values and morals. The resulting tension results in the last resort, either in a purchase, which for reflecting customers, “does not feel good” or in making the decision not to purchase due to the internal discrepancy. The object of the online businesses is, therefore, to largely minimize or eliminate the pressure in order to appeal to those customers who expect the social andWhile many stationary dealers have already adapted to the growing requirements of customers with respect to Corporate Social Responsibility (CSR), many e-business companies have not yet made this pioneering position shift. However, a sustainable harmonization of e-commerce platforms to the needs of green customers1 is an indispensability to survive for many online merchants in the competitive market in the future. Even today, many of the critical customers of Generation Y face an almost insoluble dilemma. Although they want to benefit from the numerous advantages of online trading, at the same time they also want to act in accordance with their personal values and morals. The resulting tension results in the last resort, either in a purchase, which for reflecting customers, “does not feel good” or in making the decision not to purchase due to the internal discrepancy. The object of the online businesses is, therefore, to largely minimize or eliminate the pressure in order to appeal to those customers who expect the social and environmental responsibilities from online retailers. But who exactly are the customers? How can this balancing act between e-commerce on the one hand and CSR on the other side be mastered?show moreshow less
Metadaten
Author:Prof. Dr. Anabel Ternès, Joachim App
Parent Title (German):Advanced E-Business Research: International Trends & Issues
Publisher:Peter Lang GmbH
Place of publication:Frankfurt a.M.
Editor: Stephan Böhm, Werner Quint, Peter Winzer
Document Type:Part of a Book
Language:English
Date of Publication (online):2018/05/08
Date of first Publication:2017/08/28
Publishing Institution:SRH Berlin University of Applied Sciences
Release Date:2018/05/08
Tag:Betriebswirtschaftslehre; Unternehmen; Volkswirtschaftslehre
Corporate Social Responsibility
First Page:173
Last Page:186
Note:
Volltext aus urheberrechtlichen Gründen nicht verfügbar.
Full text due to copyright not available.
Link author profile:https://www.srh-hochschule-berlin.de/de/hochschule/hochschulteam/ternes-anabel/
JEL-Classification:O Economic Development, Technological Change, and Growth
Licence (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International
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