CURRENT ISSUE
Spring 2004
Volume 1, Number 4
Corporations are in a unique position to get people to change their behavior in a more pro-social way. This approach, called corporate social marketing (CSM), has been used to entice people to prevent or mitigate fire damage to their home and community, and to conserve water. These and other examples are detailed in “Best of Breed,” by Philip Kotler and Nancy Lee in the spring 2004 issue of Stanford Social Innovation Review. The beauty of CSM is that it benefits the company and society.
Features
Investing in Society
Charitable donors should think of themselves as "investors" – and should expect returns, just like a stock market investor would.
Best of Breed
When it comes to gaining a market edge while supporting a social cause, ‘corporate social marketing’ leads the pack.
Research
Reviews
Review: The First 90 Days
Common sense advice for how to survive the launch into a new leadership role.
Review: Trustees of Culture
Are elite boards getting out of touch with their organizations' true purpose?
First Person
Q&A
The Path of Change
Jerry Porras and Tom Vander Ark discuss how leadership, vision, and competition will determine the future of education.
What Works
Case Study
Hungry Heart Association
A maverick reorganization by an American Heart Association affiliate paves the way for fundraising success.
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