Let it flow! Understanding the impact of equity transfer on brand and corporate positioning
David Pring and Curt StengerIpsos Marketing, United States
Trent RossIpsos Public Affairs, United States
Angela LovejoyGlobal Knowledge & Insights, The Coca-Cola Company, United States
Omar RodriguezMarketing Capabilities, The Coca-Cola Company, United States
DEFINING THE VALUE AND EQUITY AGENDA
There are few topics currently more salient in the business world than corporate social responsibility (CSR), one that featured prominently at this year's World Economic Forum in Davos, Switzerland. However, doing the right thing for the benefit of society is not as...