Socially responsible behavior boosts profit - if marketing is strong

That can complicate the situation for managers who must balance between doing good and keeping shareholders happy, said Sachin Modi, an associate professor in Iowa State University's College of Business.

According to a new study by Modi and Saurabh Mishra, an associate professor at McGill University, a strong marketing department is crucial to helping a firm leverage its efforts to be socially responsible.

Read full article: POST Online Media, 3 March, 2016