Balancing Corporate Social Responsibility and Corporate Profitability

Abstract

Companies should maintain a balance between their social responsibilities and profitability. The objective of the study is to understand how companies try to maintain a balance between their social responsibilities and corporate profitability while conducting marketing activities. The methodology adopted is a conceptual analysis of various aspects of social responsibilities of companies, profitability, ethics involved in marketing communications, and various other concerns in different industries. Rules and regulations are enforced and implemented to ensure ethics and consumer privacy in marketing communications. Academicians may study and analyze various aspects and suggest better and effective measures to maintain the triple bottom line—people, planet, and profit—and to maintain a balance between corporate social responsibilities and corporate profitability. Practicing managers will realize the practical implications of maintaining the triple bottom line and a balance between social responsibilities and corporate profitability. This will ensure sustainable growth for companies.