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According to a new study in the Journal of Marketing, strong marketing can help a company maximize the benefits of social responsibility. The study’s authors, Desautels Associate Professor and Sachin Modi from Iowa State University, analysed corporate social responsibility (CSR) actions across six categories: environment, products, diversity, corporate governance, employees and community. In concert with great marketing, several of the activities can boost a company’s bottom line — with the best performers being product improvement, environmental stewardship, diversity and sustainability.

Not every effort works out, but a cocktail of different activities, tailored to a given company’s business, can really help.

Read full article: , February 7, 2017