Is negotiating social change a corporate responsibility? Fact or fiction? A working paper

Breast cancer is the most diagnosed cancer in urban Indian women. India is undergoing a period social and economic change but women's health care appears neglected. The single largest impact on breast cancer will come from raising awareness and educating women about self-examination. The proposed study’s aim is to explore the macro, meso and micro agents that operate at each marketing level in breast cancer advertisements, to inform future health intervention campaigns (HICs) in India. Uniquely, this enquiry will examine the contribution of Human Resource Departments (HRD) to midstream (meso level) message dissemination via the firm’s inter-organizational social network. This working paper answers the call for social marketing theory development via application of interdisciplinary frameworks rather than the traditional 4ps approach. Finally this investigation has the capacity to appraise Indian public health policy concerned with breast cancer awareness and could impact future public health strategies.
Key Words
Health Advertising Management, Women, Culture , Indian Organisation