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Marketing of Corporate Responsibility Efforts
Anneke Zwart, Student (University), Netherlands, Moderator
CSR has become both a strategic approach through which competitive advantages can be created as well as overall social benefits. Due to the increased awareness among conscious consumers of social and environmental issues, CSR-initiatives have now also become an effective strategic marketing approach that can improve the corporate image, corporate reputation and value of companies. Lii, Wu and Ding (2013) identify 3 types of CSR-initiatives in sustainable marketing that all have a positive effect on consumers' brand awareness and perceived credibility of campaigns:
1. Sponsorship: An investment paid to a property in the form of cash, people or for example equipment that in turn provides companies access to an exploitable commercial potential related to the property.
2. Philanthropy: This type of marketing refers to a donation in cash or in-kind...
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Pros and Cons of Cause-related Marketing
Ismael Bena - MBA, Management Consultant, Netherlands, SIG Leader In regard to the mentioned facets of sustainable marketing, I believe CrM is often perceived weaker, especially when practitioners (mis)use CrM for 'G... |
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Corporate Responsibility in South Africa
Philip Coetzer Phd, Business Consultant, South Africa, Member Well done Anneke.
The situation and lessons learnt in South Africa are interesting and could give you another perspective.... |
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