The study was interested in knowing how manufacturers in Nigeria have upheld the modern concept of marketing and fully incorporated the practice of basic social responsibility as major new tool to compete in the market. In the highly competitive market, enterprises have to attract customers through marketing strategy going beyond philanthropic. So, therefore, customer satisfaction and loyalty must also be valued to maintain organizational image. If the consumer is not satisfied with the quality of products and services, that will affect the willingness of that customer to spend again, and even affect the perception of other consumers. Organizational image is the overall impression of enterprises as built through the various characteristics of a company that include product features, marketing strategy, staff style, etc. This image of enterprise within an industry has become the key factor of purchase behavior. Therefore, the implementation of CSR/SMC will not only affect image, but also affect customer satisfaction and loyalty. To evaluate these contrasting perspectives, some literatures were reviewed for the empirical aspect and views were clearly considered, also the researcher conducted 50 interviews among some manufacturing companies in Nigeria using the online interview as method of data collection. Finding revealed that for consumer-orientated, 28 viewed marketing concept practice valid in organization‘s success while 22 argued that social responsibility is solemnly the responsibility of government or well established firms. This paper concludes that for a fuller understanding to be achieved there is a need to strike a balance between social responsibility and organization’s performance. Hence there is need for more empirical research on the importance of being associated with socially relevant causes as a means of promoting their brands.

File Type: pdf
Categories: Volume 4 No 1