CORPORATE SOCIAL INITIATIVES, ANOTHER FACE FOR COMPANIES

Gabriela Valceanu

Holistic Marketing Management Journal, 2011, vol. 1, issue 3, 39-49

Abstract: For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them; doing well and doing good were seen as separate pursuits. Causes most often supported through these initiatives are those that contribute to community health (i.e., AIDS prevention, early detection for breast cancer, timely immunizations), safety (designated driver programs, crime prevention, use of car safety restraints), education (literacy, computers for schools, special needs education), and employment (job training, hiring practices, plant locations); the environment (recycling, elimination of the use of harmful chemicals, reduced packaging); community and economic development (low-interest housing loans); and other basic human needs and desires (hunger, homelessness, animal rights, voting privileges, antidiscrimination efforts).Support from corporations may take many forms, including cash contributions, grants, paid advertising, publicity, promotional sponsorships, technical expertise, in-kind contributions (i.e., donations of products such as computer equipment or services such as printing), employee volunteers, and access to distribution channels. Cash contributions may come directly through a corporation or indirectly through a foundation it has established to focus on corporate giving on behalf of the corporation.

Keywords: Corporate social initiatives; examples; a cause promotion campaign plan (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Date: 2011
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/3/7.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:1:y:2011:i:3:p:39-49

Access Statistics for this article

More articles in Holistic Marketing Management Journal from Holistic Marketing Management
Bibliographic data for series maintained by Theodor Valentin Purcarea ().