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Research Briefs

ResearchBrief_1483653945_144

What makes cause related marketing successful? Logic and longevity!

This study found that cause related marketing allows firms to link philanthropy with strategic marketing goals, however, strong relationships need to both illustrate a compatible partnership between brand and cause and be long-term commitments to be most effective. Strong CRM initiatives that have both these traits can contribute to favorable consumer attitudes, more positive word of mouth associations, and higher consumer purchase intent.

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ResearchBrief_1483653945_144

Managing corporate citizenship is becoming an essential aspect of CFO role

A pair of studies from Deloitte and Ernst & Young examine changes in CFO involvement in their companies’ corporate citizenship. Both studies project deeper involvement by CFOs in corporate citizenship and offer advice on how they can do it most effectively.

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ResearchBrief_1483653945_144

Human resources: An untapped source of energy for powering corporate citizenship

This paper examines the gap that exists inside many companies between human resources and corporate citizenship and provides a framework for the role human resources can play in planning, implementing, monitoring and institutionalizing citizenship.

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ResearchBrief_1483653945_144

HR underutilized in advancing corporate citizenship programs

A study of human resources managers found that the capacity for HR departments to support understanding and implementation of corporate citizenship initiatives is not being utilized by companies. Researchers found that important and valuable expertise of HR managers in organizational change and employee relations goes untapped frequently.

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ResearchBrief_1483653945_144

Products’ social attributes play role in purchasing decisions

A study of the effect of tangible and intangible attributes on purchasing decisions found that social attributes can play as important a role as the intangible attributes of brand or country of origin. The role of social attributes was greatest in purchases of products that required higher consumer involvement.

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ResearchBrief_1483653945_144

Tracking billable hours lowers professionals’ willingness to volunteer

This study observes that requirements that professionals account for time worked affect willingness to participate in employee volunteer programs. They found that the obligation to track billable hours made employees less likely to volunteer and more likely to substitute cash gifts.

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ResearchBrief_1483653945_144

Corporate citizenship emerging differently across BRIC countries

A study of corporate citizenship communications by large companies in the BRIC nations (Brazil, Russia, India and China) indicates that the approach and focus of corporate citizenship in these large emerging economies differs from country to country. Researchers found communications by the companies demonstrate varied motives, processes, and stakeholder issue priorities.

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ResearchBrief_1483653945_144

Social media can be an asset in supply chain management

This study suggests ways that social media can be employed as a tool to manage supply chains better. It suggests social media offer opportunities for companies to be better informed on issues that can impact supply chains, and to use the information they acquire more effectively.

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ResearchBrief_1483653945_144

Corporate citizenship reporting is growing and evolving at a rapid pace

A global survey by KPMG of more than 3,000 companies in multiple sectors finds corporate citizenship reporting is a growing practice, particularly among the largest global companies. An increasing number of companies say they derive business value from the reporting process.

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ResearchBrief_1483653945_144

The greatest source of energy for employees can be their jobs

Researchers studied what drains worker energy on the job and the strategies employed to recharge. Findings from the study indicate that rather than coffee or a quick break, strategies related to learning, finding meaning in work and building positive relationships on the job are most effective for restoring vitality.

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ResearchBrief_1483653945_144

To implement strategic corporate citizenship most effectively, leaders must lead with heads over hearts

A study of the connection between a CEO’s leadership style and a company’s corporate citizenship found that companies with leaders who intellectually stimulated managers around challenges and goals had higher levels of strategic corporate citizenship activity than those whose style was more charismatic.

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ResearchBrief_1483653945_144

Corporate citizenship activities can provide insurance-like benefits during adverse events

This study looked at whether corporate citizenship activities provide insurance-like protection to firms when certain negative events occur such as lawsuits or regulatory sanctions. Researchers found the benefit exists but is influenced by factors including firm size and the focus of the corporate citizenship activities.

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