Corporate leaders generally understand that corporate social responsibility (CSR) activities can improve their company’s public image. But do those activities make sense from a financial perspective? Alexander Chernev, a professor of marketing at the Kellogg School of Management at Northwestern University, and Sean Blair, a doctoral candidate in marketing at Kellogg, set out to answer that question. “The first impact [of CSR] is on a company’s reputation and brand,” says Chernev. “We…

To read this article and start a full year of unlimited online access, subscribe now!

Already a subscriber?

Need to register for your premium online access,
which is included with your paid subscription?

Support SSIR’s coverage of cross-sector solutions to global challenges. 
Help us further the reach of innovative ideas. Donate today.

Read more stories by Kristine Wong.