"Ten Companies With Social Responsibility at the Core," Advertising Age, April19, 2010. http://adage.com/cmostrategy/article?article_id=143323
The article demonstrates how companies can create a strategy which advances goodwill while simultaneously building a sustainable and profitable business. In addition to the usual examples such as GE and Whole foods, the article discusses Pedigree dog food, The Body Sop, and Burt's Bees among others. This article can be discussed in Lamb, Hair, and McDaniel's Marketing 11e pages 86-98 and pages 34-36 in MKTG4.
Questions
1. Some say that the only responsibility of a firm is to make a profit. Would you agree? Why?
2. If a firm has decided to help a particular group but isn't sure which one, how might it go about selecting a target for its efforts?
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