Corporate Social Responsibility - A Different Perspective
Corporate Social Responsibility - A Different Perspective
Disusun oleh:
IWAN BUDHIARTA
Ekologi Pemasaran pada tatanan makro sedang mengalami pergeseran secara dramatis. Dari
Tabel I di atas, dapat dilihat munculnya pandangan baru yang secara berangsur-angsur menggantikan
tatanan ekologi pemasaran yang lama. Manajemen perusahaan dibutuhkan sebagai upaya untuk
memadukan sumberdaya dan kemampuan dengan peluang yang muncul di lingkungan makro untuk
mencapai tujuan perusahaan. Pendekatan resource-based menjadi dasar yang kuat dari perpaduan
tersebut.
Pergeseran ekologis pemasaran berlangsung pada berbagai segi pemasaran yang
menggambarkan tatanan pemikiran dan praktik pemasaran pada masa kini maupun penyesuaian di
masa depan. Paradigma yang memfokuskan pada ‘pasar-pelanggan-pesaing-koordinasi antar fungsi’
bergeser ke arah ‘pasar-pelanggan-pesaing-koordinasi antar fungsi-dampak lingkungan global’.
Tanggungjawab sosial dan etika berbisnis menjadi patokan kinerja pemasaran perusahaan. Kemudian
timbul konsep green marketing, yaitu upaya pemasaran dan promosi dari produk yang sehat, aman
dan bermanfaat untuk masyarakat dan lingkungan. Falsafah pemasaran saat ini belum dapat
memenuhi harapan semua pihak, terutama yang menyangkut hal yang disebutkan terakhir (Pawitra,
2004).
Paradigma proses pemasaran yang terdiri dari ‘kebutuhan pelanggan-strategi pemuasan
pelanggan-analisis situasi-strategi-keunggulan daya saing berkelanjutan’ bergeser ke arah ‘value
marketing-penciptaan nilai-komunikasi nilai-pemindahan nilai-mempertahankan nilai pelanggan
terus-menerus’. Di dalam paradigma baru ini, penerapan total performance quality management
menjadi penting untuk setiap tahap rantai nilai (value chain) (Naumann, 1995).
Lingkungan Ekonomi
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