Marketing of Corporate Responsibility Efforts

Corporate Responsibility
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Anneke Zwart
Student (University), Netherlands
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 to a social/charitable cause without expecting a return. The main reason to give such a donation is just to “do the right thing”. Although the (...) Read more? Sign up for free

  Ismael Bena - MBA
Management Consultant, Netherlands

Pros and Cons of Cause-related Marketing

In regard to the mentioned facets of sustainable m (...)

  Jevin k. Kiriago
Student (MBA)

Inherent Conflict of Interest on Corporate Social Responsility

Some people argue that there is always a conflict (...)

  Philip Coetzer Phd
Business Consultant, South Africa

Corporate Responsibility in South Africa

Well done Anneke. The situation and lessons learn (...)

  Ismael Bena - MBA
Management Consultant, Netherlands

Implementation Procedures for CSR Implementation

@Jevin K. Kiriago: In regard to your (emailed) que (...)


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Special Interest Group

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