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Publications

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  • All HBS Web  (13)
    • Faculty Publications  (5)

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    • All HBS Web  (13)
      • Faculty Publications  (5)

      Cause-related MarketingRemove Cause-related Marketing →

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      • March 2022
      • Article

      When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

      By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
      When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
      Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior
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      Keenan, Elizabeth A., Anne V. Wilson, and Leslie K. John. "When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms." Marketing Letters 33, no. 1 (March 2022): 31–43.
      • February 2021
      • Article

      How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

      By: Ryan W. Buell and Basak Kalkanci
      Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details
      Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
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      Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
      • January 2004 (Revised February 2005)
      • Case

      Timberland and Community Involvement (Abridged Version)

      By: James E. Austin and James Quinn
      When Jeffrey Swartz became the third generation in his family to lead the Timberland Co., he made community involvement an integral part of the company's strategy. Under Swartz's leadership, Timberland formed a close partnership with City Year, the national corps of... View Details
      Keywords: Philanthropy and Charitable Giving; Business and Community Relations; Business and Stakeholder Relations; Corporate Strategy; Manufacturing Industry
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      Austin, James E., and James Quinn. "Timberland and Community Involvement (Abridged Version)." Harvard Business School Case 304-086, January 2004. (Revised February 2005.)
      • winter 1996
      • Article

      Cause-Related Marketing: Finding the Ideal Corporate Alliance

      By: S. A. Greyser
      Keywords: Marketing; Alliances
      Citation
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      Greyser, S. A. "Cause-Related Marketing: Finding the Ideal Corporate Alliance." Corporate Social Responsibility (winter 1996).
      • Research Summary

      Marketing and Advertising and Society

      By: Stephen A. Greyser
      Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details
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