Does the "Why" Matter?
August 30th, 2011
Companies often act charitably for reasons of self-interest. Most often they donate to charities for the public-image benefit. The perfect example is Product(Red), which has partnered with major corporations including American Express, Gap, Converse, Starbucks, Apple, Dell and Hallmark. These companies donate a portion of their profits from their sales of RED products to the Global Fund. In return they get a feeling of accomplishment and satisfaction for their good deed. Or…they get a lot of good press, which (hopefully, for them at least) translates into a bigger bottom line. In fact, as theories go, the evidence supports the latter...Continue Reading