Bj2 - company mission of serving the common good • One Percent for Peace • Its altruism but its also highly profitable Values-Led Purchasing

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Economic Decentralization CEO Salaries 80-20 rule Top 20% in the US own 84% of the resources
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Business is the most powerful force in society. Therefore business has a responsibility for the welfare of society as a whole. “voting with our dollars”
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Cause Related Marketing Customers when given the choice, prefer to spend their money with a company that shares the same values 78% more likely to buy a product associated with a cause they care about. 64% likely to switch bangs to support a cause 54% would pay more “Greenwashing” - using philanthropy to convince customers the company is aligned with good causes
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Values-led Business - when all day to day activities are congruent with
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Unformatted text preview: company mission of serving the common good. • One Percent for Peace • Its altruism, but its also highly profitable Values-Led Purchasing • Brownies - create value led suppliers instead of switching • Rainforest Crunch - Brazil nuts – Created a new flavor because the nuts have to be grown in the rainforest Organic Fruit - costs 25% more, but is a competitive advantage Local Milk suppliers - support local farmers • Chlorine Free paper - reducing environmentally harmful chemicals • Minority Sourcing - economic opportunities to those who have been denied • Good Bye Oreo Mint - Oreos are made by Nabisco which is owned by a tobacco company...
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This note was uploaded on 04/17/2008 for the course MRKT 2013 taught by Professor Bald during the Spring '08 term at Arkansas.

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Bj2 - company mission of serving the common good • One Percent for Peace • Its altruism but its also highly profitable Values-Led Purchasing

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