Best in Brief: Life and Death in the Moral Marketplace
(Californian Management Review)
David HessNikolai Rogovsky andThomas W. Dunfee
Douglas WestProfessor of Marketing at the University of Westminster, provides a brief summary of this article.
There have been several drivers shaping new forms of corporate social initiative (CSI) in recent years. Competitive advantage has played a role as globalisation and the internet have made traditional sources of advantage (e.g. technology and location) more accessible and less significant. Building social reputation assets can provide a soft source of advantage both domestically and internationally. For example, AT&T has...