Responsible Marketing

Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships.

CSR and the Frontline Context: How Social Programs Improve Customer Service

CSR activities such as charitable giving, environmental programs and ethical practices can motivate frontline employees. One of the key …

Branding Raw Material to Improve Human Rights: Intel’s Ban on Conflict Minerals

Many companies seek to take over more responsibility for their supply chain and their raw materials. Intel was one of the first companies …

From Corporate Philanthropy to Shared Value: Big Pharma’s New Business Models in Developing Markets

Leading companies succeed in creating social value at the same time as generating economic returns...

Communicating Eco-Friendly Benefits: Why Accidental Improvements May Be Better Received by Consumers

Doing good does not necessarily imply doing well for a company. Ironically, in the case of green products it can even be quite the contrary.

Interview: Responsible Chocolate

Being one of the biggest and most successful players in the chocolate business, there is no way around the topic of responsibility for …

Ethical textile consumption: Only a question of selflessness?

Certain strategies can help minimize the gap between consumers’ willingness to purchase items and their moral standards in respect to fai...