Can brands maximize profits and be a force for social good?

This paper distinguishes between two types of corporate social responsibility (CSR): that which helps the community and enhances the reputation of the company, and that which engages people in the businesses' activity, benefiting them economically.

Can Brands maximize profits and be a force for social good?

Saket AgarwalCogito Consulting, Draftfcb+Ulka

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

Picture this: The collapse of Lehman Brothers triggered a chain reaction that produced the worst financial crisis and economic downturn in 70 years. Back home in India, the Satyam Computer Services scandal in 2009 shook the Indian corporate history.

While these cases would qualify for scams and frauds other companies may not go to such an extent, however, they get so busy fulfilling...

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