Marketers have echoed the need for a focus on CSR and some have called for the need to introduce the concept of stakeholder marketing. Stakeholder marketing explicitly recognizes the important role played by a multiplicity of stakeholders $($e$.$g$.$ employees, suppliers, government, media, publics$)$ in generating positive outcomes for the organization and for society at large $($Hult et al$.,2011).$ From this point of view, therefore, CSR is necessary for a firm$$s success because it nurtures the organization$$s ability to act in harmony with its stakeholders.

There are two aspects to the implementation of stakeholder marketing. The first is recognizing marketing$$s important role in engaging with stakeholders meaningfully to define suitable CSR programmes. The second relates to the importance of managing stakeholders$$ relationships to achieve superior performance. In other words, actively managing relationships with many stakeholders is a specific capability of the firm, since these relationships are strategic resources to be leveraged to achieve a competitive advantage $($Kull et al$.,2016).$ Think of a pharmaceutical company developing a new drug treatment. Success here depends on a large network of stakeholders: regulators need to approve the drug; doctors will recommend it; insurance companies might need to be involved and offer coverage; and nurses might teach patients how to use the new drug. Advocacy groups or the media might also play important roles in covering the launch and supporting the adoption of the new medicine.

In particular, authenticity has become increasingly important for companies to gain the trust of their stakeholders when implementing CSR practices. To maximize their impact, organizations should communicate their purpose and their own stories transparently and take humans into consideration for each decision $($Deloitte$,2019).$ See, for example, Market Insight $12\mathrm{.}3$ for an example from the chocolate countline market. So far, we$$ve assumed that organizations make either ethical or unethical decisions but how do they differentiate between the two approaches? We consider this in the next section.

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