How Research can Help Build a Successful CSR Campaign

This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers.

How Research can Help Build a Successful CSR Campaign

Dominika MaisonMaison ResearchJaroslaw HerrmannGrupa Žywiec

Introduction

Corporate Social Responsibility (CSR) is a common trend in the contemporary business. More and more companies are trying to create their own CSR program in order to help solve some social issues, and at the same time to build their own reputation and help with business. Ninety percent of the Fortune 500 companies have explicit CSR initiatives (Kotler & Lee, 2004; Lichtenstein, Drumwright, and Bridgette 2004).

Socially responsible corporate activity can be an important source of competitive advantage by enhancing the reputation...

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