Let it flow! Understanding the impact of equity transfer on brand and corporate positioning
David Pring and Curt Stenger
Ipsos Marketing, United States
Ipsos Public Affairs, United States
Global Knowledge & Insights, The Coca-Cola Company, United States
Marketing 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 simple as it may appear. “The biggest contribution that companies make to society is by being a good company, serving customers and creating value”, stated Peter Sands, the Chief Executive Officer of Standard Chartered Bank (Maidment, 2008).