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Consumers
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Community relations and the competitive edge
Edmund Burke, director of the Center for Corporate Community Relations at Boston College, USA, was recently in the UK where he spoke to the newly formed Research Forum.
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A reward beyond virtue
Business in the Community has conducted more research into the practicalities of cause-related marketing, as more companies learn how best to profit from their virtues.
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Great expectations
Charlotte Hines says that MORI's latest research shows the public's expectations of companies are growing
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Selling the cause short
Two new surveys by Business in the Community put the spotlight on marketing practices. Identification with a cause can boost sales, but companies must also examine the social impact of all their advertising and so avoid charges of hypocrisy.
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Improving reputation by
choosing causes
In their second article, Stephen Welch and Charlotte Hines of MORI examine the different projects companies can chose to support when trying to improve their reputations.During the summer, MORI again conducted its annual survey of attitudes to corporate social responsibility, the seventh year running. In the last issue of Community Affairs Briefing, we presented results showing that knowledge of community involvement is important to the general public in forming a view of corporate reputation. We also showed that corporate social responsibility is even more important to 'activists' and opinion formers than to members of the general public.
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Corporate responsibility
improves reputation
Knowledge of community involvement is important to the general public in forming a view of corporate reputation, say Stephen Welch and Charlotte Hines of MORI in the first of two articles, especially so among certain key groups within the public.
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Consumerism and ethics:
profiting from principles
As BITC publishes a new report on cause marketing, this article examines consumer trends and asks whether ethics can really have a role in retailing.
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The rights and wrongs of
responsible marketing
Business in the Community has turned its attention to cause-related marketing, but the Office of Fair Trading is saying charity endorsements distort competition. Who is right?
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Community stakeholder
analysis
According to stakeholder theory of management, a company must take into account the broad range of groups who can affect, or are affected by, the achievement of its purpose. Here Gillian Garrett, until recently community relations manager at East Midlands Electricity, sets out a four stage process to review CCI strategy.
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The return of the ethical
citizen?
This year's annual meeting season has witnessed a spate of protests from activist shareholders, reminiscent of the 1970s. Are ethical issues rising up the public agenda again?
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