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Research Briefs

Delivered twice monthly via email, Research Briefs is a digital summary of recent or seminal research from corporate practice and academic study, offering knowledge and tools you can apply directly to your work. Executives love stories and they need facts. These studies can help you create the best business case for your programs.

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ResearchBrief_1483653945_144

Select nonprofit partners carefully when developing cause-marketing campaigns to increase engagement

RESEARCH BRIEF - Consumers are more likely to purchase from companies who partner with organizations with missions that align closely with a company’s business purpose, rather than those who directly affect its operations or make use of its products.

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Communicate positive corporate citizenship performance and customers will reward you for it

RESEARCH BRIEF - When consumers are more informed about a company’s positive corporate citizenship behavior, they are more likely to be satisfied with the company, are more willing to recommend it, and are more willing to buy their products. Less favorable corporate social and environmental performance elicits a negative consumer response.

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Citizenship activity correlates to higher dividend payouts

RESEARCH BRIEF - Strong corporate citizenship performance leads to higher dividend payouts for shareholders, especially when companies invest in community relations, diversity, and corporate governance efforts.

ResearchBrief_1483653945_144

Want to develop employees who are engaged and retain them longer? Communicate corporate citizenship efforts

RESEARCH BRIEF - When employees are aware of their company’s corporate citizenship efforts, they experience higher levels of pride and engagement in the organization. Among non-managerial employees, this leads to higher retention.

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In the long run, strong environmental performance leads to financial returns

RESEARCH BRIEF - Companies with slack resources should consider investing in environmental efforts: These investments result in stronger environmental performance in the short term—and stronger financial performance in the long term.

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Emphasize career-development potential to engage younger employees in mentoring

RESEARCH BRIEF - Those looking to increase participation in mentoring opportunities should tailor their programs and messaging to their audiences: Younger mentors are often motivated more by career-related objectives—such as recognition, promotion, and monetary rewards.

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Firms are pulling back the lens to explore the whole picture

RESEARCH BRIEF - According to a retrospective review of a decade of data, companies have tended to focus corporate citizenship efforts on primary stakeholders such as their customers and employees. Recently, they have begun to broaden their focus to include other stakeholders—particularly the environment—as they maintain primary stakeholder engagement.

ResearchBrief_1483653945_144

Environmental investments—and communication about them—lead to improved financial performance

RESEARCH BRIEF - To maximize short- and long-term financial performance, companies investing in environmental initiatives should communicate their efforts with stakeholders more frequently.

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