Corporate Philanthropy: A Strategic Approach to the Bottom-Line

How and why small to medium size enterprises (SMEs) engage with their communities: an Australian study

“…Forms of business support include cash donations, which continue to be a highly significant form of nonprofit income (Sargeant and Jay, 2004), donations of stocks and shares, enhancing the nonprofit's public profile (Himmelstein, 1997;Wagner and Thompson, 1994), gifts of in-kind products/services (Elischer, 2002), staff time (Sagawa and Segal, 2000;Smith, 1994), sponsorship (Mescon and Tilson, 1987), fundraising from staff/payroll giving and fundraising from customers. In respect of the latter, the topic of cause related marketing has received a great deal attention with a particular emphasis on profiling the individuals most likely to respond to such an appeal (e.g Ross et al, 1991;Kropp et al, 1999 and the well publicized Cone/Roper studies in the United States).…”

Leveraging Associations: The Promotion of Cultural Sponsorships

“…Researchers have devised taxonomies as to why companies enter sponsorship agreements (Amis, Slack, and Berrett, 1999;Bennett, 1997Bennett, , 1998Cornwell, 1995;Cornwell et al, 2001;Crimmins and Horn, 1996;d'Astous and Bitz, 1995;Gardner and Shuman, 1988;McGeer, 2003;Meenaghan, 1983;Mescon and Tilson, 1987;O'Hagan and Harvey, 2000;Schoch, 1994;Turgeon and Colbert, 1992;Vanhaeverbeke, 1996;Whitnall, 1997). These studies reach their conclusions with extensive analytical surveys and review of the companies' stated goals in the marketing plans, as well as in-depth conversations with the staff responsible for implementing the plans.…”

Las escuelas del emprendimiento social: una triple propuesta teórica para enfocar su estudio

“…Según esta teoría (Porter y Kramer, 2011), las empresas deben aliarse de nuevo con la sociedad, como si hubieran perdido su orientación fundamental y su razón de ser, que está precisamente en ser útiles a las personas. Se supera por tanto el clásico concepto de filantropía corporativa, donde la empresa medía el rédito ecocómico de sus actividades de acción social (Mescon, T., Tilson, D., 1987;Françoise, L., 1995). El concepto de valor compartido se refiere a las políticas y prácticas operacionales que mejoran la competitividad de una empresa a la vez que ayudan a mejorar las condiciones económicas y sociales en las comunidades donde opera.…”