Brand sustainability: That perfect balance

Sara Qureshi

This paper argues that in the short term being a force for social good damages company profits, but in the longer term an authentic socially responsible positioning can lead to greater profits.

That Perfect Balance

Sara QureshiJWT

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

'Never be frightened to take a profit. Better in your pocket then theirs:' Michael Levy.

This sort of bold, adventurous endorsement of unabashed capitalism has only recently become suspect. There was a time not too far off where embracing a straight-up 'Money money money' ideology was admired, even expected from those in business – any business.

Maximizing revenue means doing what it takes, including spending money to make money:...

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