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◆森本三男　(1994) 『企業社会責任の経営学的研究』　白桃書房 ISBN 4-561-296238-5

　序章　企業社会責任の問題性とその研究系譜
第１編
　第１章　現代企業の構造と制度的性格
　第２章　企業社会責任の本質と範囲
　第３章　企業社会責任の具体的内容
　第４章　企業社会責任の現実と実践上の諸問題

第２編　企業社会業績の測定・評価
　第５章　社会業績測定・評価法の体系と類型
　第６章　社会業績測定・評価の原点　−Krepsの社会監査
　第７章　社会業績測定・評価法としての名声評価
　第８章　社旗業績測定・評価法としての企業考査
　第９章　ＣＥＰの企業考査

第３編　企業の社会業績と経済業績の相関
　第10章　企業社会責任の実証理論研究
　第11章　社会業績と株式市場業績の相関研究
　第12章　Aupperle et al. の社会業績・会計業績相関研究
　第13章　Cochran=Woodの社会業績・会計業績・市場業績相関研究
　第14章　McGuire et al.の社会業績・会計業績・市場業績相関研究

第４編
　第15章　実証理論研究の知見と規範理論の統合
　第16章　企業社会責任の実践と社会戦略
終章　企業社会責任の展望と課題

　企業は慈善団体ではないから、存続を脅かすような、あるいは最低限の採算を度外視したような社会関与は、ありえないし、あってはならないのである。
　積極論も、おそらくこの点を批判しないであろう。だとすれば、積極論は、収益性との関連でどこまで社会関与が許容されるか、適正な社会関与はどの範囲かを明らかにしなければならなくなる。1970年代以降のCSR研究第３局面において、企業のＥＰとＳＰ（ＣＳＲ遂行度）との相関を実証する研究が行われるに至る根源は、ここにあるといえよう。無限定なＣＳＲの遂行は、企業を破滅させる。それでは、適切なＣＳＲとはどのようなものか。これは、積極論に問われる究極の課題である。(pp.42-43)

　実証研究の第１知見である「ＳＰとＥＰの間に正の相関あり」は、細目をべつにして、基本的に規範理論の命題に合致し、あるいはそれを実証し、支持したといえる。すなわち、この命題の原理は、各種環境主題の複雑・多様化した期待をかかえた現代企業が、期待にこたえてＣＳＲを遂行することは、環境主体の期待充足度（満足度）ないし行為度を強化し、そのことが企業行動の正当化と名声を高め、ＥＰの向上をもたらし、長期的には企業の存続・成長につながる、というものである。あるいは、高いＥＰを各種環境主体の期待を最高度に充足するようにうまく配分すれば、正義が実現してＣＳＲは遂行されたことになり、その結果として、環境主体の期待度（満足度）ないし行為度は強化され、長期的には企業の存続・成長ににつながる、ともいえる。いずれの場合も、不作為（ＣＳＲを遂行せず、あるいは成果の不公正配分）は、逆の結果をもたらす。(pp.307-308)

　他方、企業としては、少なくとも一定のＥＰを確保しなければ、これまた存続が危うくなるであろう。そうすれば、ＳＰとＥＰに新しい均衡を実現する主体的・戦略的努力は、単なる願望ではなく、企業維持のための必須の行動となる。（略）
　以上、「均衡的ＣＳＲ」に与件変動の要因を加味して、企業維持のためには、最低限、ＥＰの水準を維持しながら「平均的ＣＳＲ」を右方向へシフトさせる努力を意識的に推進すべきとの命題を導出した。そのような主体的努力の中心には、ＳＰとＥＰを戦略的・長期的に統合する社会戦略が必要になるであろう。当然であるが、より望ましいのは、ＳＰとＥＰを長期的にいわば拡大均衡させること、換言すれば、均衡を右上方へシフトさせていくことになる。(pp.314-315)

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◆Kotler, Philip, & Lee, Nancy. (2007). Marketing in the Public Sector: A Roadmap for Improved Performance. Pearson Education. Inc.(= 2007 スカイライトコンサルティング 訳 『民間企業の知恵を公共サービスに活かす 社会が変わるマーケティング』, 英治出版

第１章　市場の要望にこたえる
第２章　マーケティングの考え方を理解する
第３章　サービスを創造する
第４章　魅力ある価格設定とは？
第５章　流通チャネルを最適化する
第６章　ブランドを創造する
第７章　効果的なコミュニケーションを行う
第８章　顧客満足度を高める
第９章　ソーシャル・マーケティング
第10章　戦略的提携関係を結ぶ
第11章　情報をいかに集めるか
第12章　施策をきちんと評価する
第13章説得力のあるマーケティング計画を作成する

　第三の役割は、社会にとって必要だが、民間企業や非営利部門がやりたがらない、あるいは実施が困難なサービスの提供である。そこで政府が単独で、あるいは非営利部門と連携して実施する。典型例としては、貧しい人々への援助である。(p.30)

　ソーシャル・マーケティングは、マーケティングの原理と手法を使って、個人やグループ、社会全体のベネフィットのために、ターゲット・オーディエンスに影響を及ぼして、ある「行動」を自発的に取らせたり、拒否させたり、修正させたり、放棄させることである。その目的は、生活の質を向上させることにある。(p.270)

　ごく簡単に言うと、ソーシャルマーケティングの担当者の仕事は、人々に望ましいことをさせる、あるいは望ましくないことをさせないように影響を与えることである。したがって、努力と資源を集中するべきなのは、最も買う見込みのある人々（いわば、手の届くところに垂れ下がっている果物）であって、最も買いそうでない人々（声をかけたり、動かすのが最も難しそうな人）ではない。(p.276)

　「関心の段階」にある人に、ペットの糞の後始末をしなさいと言う必要はない。彼らが必要なのは手助け（公園にペット用の糞袋を備えつけておく）だけである。「準備／行動の段階」にある人は、おそらく変容を妨げる障害にころ超えることができるだろう。彼らに必要なのは、注意喚起や約束されたベネフィットを現実のものにしてくれる支援策や、望ましい行動レベルにもうすぐ手が届くという励ましである。(p.277)

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　 ◇UP:081229