Can Corporate Social Responsibility be used as a Marketing Tool by the Readymade Garment Suppliers in Bangladesh?
Aim: The aim of this research is to investigate whether CSR can be used as a marketing tool by the readymade garment suppliers in Bangladesh to attract international buyers.
Method: This study is conducted by applying qualitative method. The data has been collected through semi-structured interview and using secondary data.
Result and Conclusions: The study reflects that that CSR implementation generates various benefits such as, creates good corporate image, reputation and opportunity for innovation and offers competitive advantage. As international buyers’ foremost requirement is to verify suppliers’ social compliance, the CSR practices and benefits act as marketing instrument by the garments suppliers to attract international buyers and grab more business.
Suggestions for future research: This study considered multiple large (1st tier) garments suppliers and multinational buying organization which calls for further research such as, a comparative study on taking both large and small scale suppliers as well as more international buyers. One of the findings indicates that buyers’ support is important in CSR implementation which can also be considered for further investigation.
Contribution of the thesis: This study investigates suppliers’ CSR practices from the marketing perspective in relation to buyers in business to business context which has not been considered in previous literature. Further CSR as marketing tool has not been addressed in developing country context while this study includes empirical study on garment suppliers of Bangladesh. This study suggests that managers need to be aware of the significant role of CSR as marketing tool while designing and implementing CSR programs effectively to increase business. Moreover, CSR activities benefit both the company as well as other stakeholders (customer, employee, public, shareholder, government) of the society by way of meeting those stakeholders’ interest.
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