CB Bhattacharya on making CSR work for all stakeholders
Keynote Speech, General Mills Headquarters, Minneapolis
CB Bhattacharya, Associate Professor of Marketing at Boston University School of Management, explains how to make consumer social responsibility (CSR) effective. He also discusses, using brief real-life case studies as an illustration, why CSR, to work at all, needs to work for all stakeholders.
“Don’t just think of cause marketing,” he urges; think about how truly to impact the consumer positively in the marketplace. He continues, “to be able to derive advantages from CSR, we as a company have to really understand what the consumers care about and why, and that speaks to the need for extensive market research.”