What is the right corporate social responsibility strategy in a severe economic downturn?
V. Kasturi "Kash" Rangan, the Malcolm P. McNair Professor of Marketing at Harvard Business School, argues that corporate social responsibility (CSR) initiatives are more necessary than ever. Rangan says that when carefully planned and managed, such efforts can strategically tackle important societal issues and at the same time enhance business success, yielding a "double bottom line."
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