Michael E. Porter &ampamp;amp; Mark R. Kramer - The Competitive Advantage of Corporate Philanthropy [2002].pdf

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1、TheCompetitiveAdvantageofCorporatePhilanthropybyMichaelE.PorterandMarkR.Kramerorporatephilanthropyisindecline.Char-high-profilesponsorships.AlthoughitstillrepresentsonlyCitablecontributionsbyU.S.companiesfell14.5%asmallproportionofoverallcorporatecharitableexpen-inrealdoll

2、arslastyear,andoverthelast15years,ditures,U.S.corporatespendingoncause-relatedmar-corporategivingasapercentageofprofitshasdroppedketingjumpedfrom$125millionin1990toanestimatedby50%.Thereasonsarenothardtounderstand.Ex-$828millionin2002.Artssponsorshipsaregrowing,ecutivesinc

3、reasinglyseethem-too–theyaccountedforanaddi-selvesinano-winsituation,caughttional$589millionin2001.WhilebetweencriticsdemandingeverMostcompaniesfeelthesecampaignsdoprovidemuch-higherlevelsof“corporatesocialcompelledtogivetocharity.neededsupporttoworthycauses,responsibilit

4、y”andinvestorsap-theyareintendedasmuchtoin-plyingrelentlesspressuretomax-Fewhavefiguredoutcreasecompanyvisibilityandim-imizeshort-termprofits.Givinghowtodoitwell.proveemployeemoraleastocre-moredoesnotsatisfythecritics–atesocialimpact.Tobaccogiantthemorecompaniesdonate,thePh

5、ilipMorris,forexample,spentmoreisexpectedofthem.Andexecutivesfindithard,if$75milliononitscharitablecontributionsin1999andnotimpossible,tojustifycharitableexpendituresintermsthenlauncheda$100millionadvertisingcampaigntoofbottom-linebenefit.publicizethem.Notsurprisingly,there

6、aregenuineThisdilemmahasledmanycompaniestoseektobedoubtsaboutwhethersuchapproachesactuallyworkormorestrategicintheirphilanthropy.Butwhatpassesforjustbreedpubliccynicismaboutcompanymotives.(See“strategicphilanthropy”todayisalmostnevertrulystra-thesidebar“TheMythofStrategic

7、Philanthropy.”)tegic,andoftenitisn’tevenparticularlyeffectiveasphil-Giventhecurrenthazinesssurroundingcorporatephil-anthropy.Increasingly,philanthropyisusedasaformofanthropy,thisseemsanappropriatetimetorevisitthepublicrelationsoradvertising,promotingacompany’smostbasicofq

8、uestions:Shouldcorporationsengageinimageorbrandthroughcause-relatedmarketingorotherphilanthropya