Let it flow! Understanding the impact of equity transfer on brand and corporate positioning

Increasingly, companies have to balance their corporate social responsibility initiatives with both the value to society and to their business.

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


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...

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