Causes and Effects  

Oleh:

Feldman, Mark A. ; Cone, Carol L. ; DaSilva, Alison T.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 81 no. 7 (2003), page 95.
Topik: Effects; brand management; business & society; corporate image; corporate responsibility; philanthropy; public relations; social enterprise; strategic planning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.22 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Most companies make charitable donations, but few approach their contributions with an eye toward enhancing their brands. Those that do take such an approach commit talent and know-how, not just dollars, to a pressing but carefully chosen social need and then tell the world about the cause and their service to it. Through the association, both the business and the cause benefit in ways they could not otherwise. Organizations such as Avon, ConAgra Foods, and Chevrolet have recognized that a sustained cause - branding program can improve their reputations, boost their employees' morale, strengthen relations with business partners, and drive sales. And the targeted causes receive far more money than they could have from direct corporate gifts alone. The authors examine these best practices and offer four principles for building successful cause - branding programs. First, they say, a company should select a cause that advances its corporate goals. Second, a business should commit to a cause before picking its charitable partners. Third, a company should put all its assets to work, especially its employees. And fourth, a company should promote its philanthropic initiatives through every possible channel.

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