Making charity pay

• Autores: Michael I. Norton, Jill Avery
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 10, 2014
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article discusses how companies can use philanthropy to increase sales. The authors maintain that firms need to choose charitable causes that resonate with their customers. They describe an unsuccessful charitable venture by beverage maker PepsiCo that failed to do this, and a more successful effort by retailer Crate & Barrel