Social Responsibility of Enterprises -- Expanding More Business Opportunities Through Public Welfare Activities

Author: Nancy
Publisher:
Publish Date: 2005-12-26
Features: For marketers and managers who are eager to achieve significant results from their corporate social investment, this is a must-read. Which social causes should we support? Which charities will become our strong partners? What kind of social initiatives can we develop to benefit both business and? Are we just writing a check? Should we integrate social messages into our advertising? How do we integrate a new social initiative into our current strategy? Marketing for a Better World People often ask why American Express supports so many charitable organizations worldwide. The answer is simple: We have a vested interest in the happiness and well-being of our communities. Our charitable activities have added a brilliant luster to our brand. —Mary Beth Salerno, President, American Express Foundation From the beginning, integrating concern for society and the environment into the business strategy can foster cutting-edge innovation and competitive advantages. And in the process, we can accelerate the development of fresh ideas, emerging markets, and the cultivation of the next generation of employees. —Carly Fiorina, Former CEO of HP Establishing public-private partnerships like "Crest Healthy Smiles 2010" can promote our nation's progress in oral health and improve it. These collective efforts can help us educate the public and dental care professionals — David Satcher, M.D., Ph.D., Former U.S. Surgeon General "Your ads are annoying. We'd rather sleep on concrete than buy your mattresses. But in the end, we came because you made a big impact in the community. We became your customers because we received first-class service in your stores." —Letter to CEO Sonny Coulter of Sleep Number "For marketers and managers who are eager to achieve significant results from their corporate social investment, this is a must-read. Which social causes should we support? Which charities will become our strong partners? What kind of social initiatives can we develop to benefit both business and? Are we just writing a check? Should we integrate social messages into our advertising? How do we integrate a new social initiative into our current strategy? This book provides clear and insightful answers to these challenges. Based on the different benefits that various social initiatives can bring to both corporate social investment and businesses, this book divides them into six main categories and provides insights from professionals in the field on the advantages and disadvantages of each category. For each type of social initiative, the book presents vivid case studies, most of which come from well-known companies or brands, such as IBM, General Electric, Microsoft, HP, Procter & Gamble, and Avon.