To better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the target of marketing activities and firms as the primary intended beneficiary. A consortium of leading scholars and practitioners was convened to discuss how...

This research relied on afield experiment involving a real world instance of corporate philanthropy to shed light on both the scope and limitations of the strategic returns to corporate social responsibility (CSR). In particular, the authors demonstrate that the impact of CSR in the real world...

Corporate social responsibility (CSR) continues to gain attention atop the corporate agenda and is by now an important component of the dialogue between companies and their stakeholders. Nevertheless, there is still little guidance as to how companies can implement CSR activity in order to...

Web-based social media have assumed unprecedented importance in today's world, dramatically changing the way individuals interact with companies and each other. Companies are rapidly expanding their use of social media, and many companies are now entering into what we call “virtual CSR...