How good marketing can make social responsibility profitable

News

According to a new study in the Journal of Marketing, strong marketing can help a company maximize the benefits of social responsibility. The study’s authors, Desautels Associate Professor Saurabh Mishra and Sachin Modi from Iowa State University, analysed corporate social responsibility (CSR) actions across six categories: environment, products, diversity, corporate governance, employees and community. In concert with great marketing, several of the activities can boost a company’s bottom line — with the best performers being product improvement, environmental stewardship, diversity and sustainability.

Not every effort works out, but a cocktail of different activities, tailored to a given company’s business, can really help.

Read full article: Lab Manager, February 7, 2017