Corporate Social Responsibility: Doing the Most Good for - download pdf or read online

By Philip Kotler

ISBN-10: 0471476110

ISBN-13: 9780471476115

This day, organisations are anticipated to offer whatever again to their groups within the kind of charitable initiatives. In company Social accountability, Philip Kotler, one of many world's leading voices on company and advertising, and coauthor Nancy Lee clarify why charity is either sturdy P.R. and stable for enterprise. They convey company leaders how you can select social reasons, layout charity tasks, achieve worker help, and overview their efforts. additionally they offer the entire most sensible practices and state of the art rules that leaders have to maximize their contributions to social explanations and do the main solid. With own tales from twenty-five company leaders from socially accountable businesses, this is often the bible for brand new reliable company citizen.

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This day, businesses are anticipated to offer anything again to their groups within the type of charitable initiatives. In company Social accountability, Philip Kotler, one of many world's prime voices on company and advertising, and coauthor Nancy Lee clarify why charity is either strong P. R. and sturdy for company.

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This offer was publicized via all major communication vehicles, including the Internet, e-mail, television, radio, and point-of-purchase in restaurants. 25 More than $12 million was raised in 24 hours, and sales increases varied from 5 percent in some countries to as much as 300 percent in others. These results did not go without challenges. Managers involved in the event coordination reported unique issues, including finding an appropriate date and managing 100-plus countries with varying fundraising laws and cultures.

POTENTIAL CORPORATE BENEFITS Not surprisingly, many of the corporate benefits associated with cause promotions are marketing related: strengthened brand positioning and brand preference, increased traffic, and customer loyalty. In addition, further benefits flow from providing customers and employees opportunities and convenient ways to contribute to causes, and are created by forging new and strong partnerships with community organizations. Strengthens Brand Positioning Notice in the following example from Ben & Jerry’s the role that brand position played in guiding the choice of a social issue, selecting an initiative, and forming partnerships.

According to an article by the World Business Council for Sustainable Development, “The Body Shop was launched on the basis of fair prices for fairly produced cosmetics. ”44 Increased Appeal to Investors and Financial Analysts Some argue that involvement in corporate social initiatives can even increase stock value. They point to the ability to attract new investors and reduce exposure to risk in the event of corporate or management crises: • In an article appearing in the Financial Times in July 2003, Jane Fuller wrote: “It pains me to say this, but I am becoming less cynical about Corporate Social Responsibility.

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Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause by Philip Kotler


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