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Elevating Brand Values Through Corporate Social Responsibility in China A Study on Sporting Goods Companies

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Moreover, different organizations across the globe now use CSR strategies as one of their branding and promotional activities to reach out to more consumers across the globe. The Cone Communications/Echo Global CSR Study organized by The Cone Communications, 2013, carried out a clear fact about the test to enterprises in present world’s continuously challenging and ever changing market place, and that is: the challenge of creating a “real and meaningful impact”. In modern world the question is not about engaging in Corporate Social Responsibility (CSR) but in how companies can use it to make an “impact”. An impact by which it can create a different image in the society, can create a better brand image among the people and also can establish a unique brand image among the people of the country. As such, CSR is not just an option anymore but is rather “emphatically and indisputably a must-do” (Cone Communications 3).Corporate social responsibility is about how a firms decisions and activities affect the society (Lamb et al 95). Corporate social responsibility requires action and accountability in five main dimensions, economic, legal, ethical, environmental and philanthropic (Lamb et al 95). These are areas a firm will need to work on and develop systems and activities that enable it to attain the best and holistic results in all they do. Over the years, marketing has evolved from its traditional position fueled by the economic ends and expectations of the Industrial Revolution. In the 1960s, marketing was based on the 4Ps, namely product, price, place and promotion (Lindgreen et al 123). In that era, marketing was a tool for the improvement of sales and the increment of profitability. The focus was on transactional marketing where the end was to increase transactions by calling on more customers to become interested in the products of a company. Contemporary marketing on the other hand requires some degree of social marketing on the part of the corporate entity in order to enhance the value of the brands of the entity (Lindgreen et al 124). This is because most marketing drives involve some kind of social marketing to present a firm as a responsible entity that seeks the overall good of the society, not just their personal parochial interest as a profit-oriented entity. Over the years, the concept of social marketing involves different aspects like: concepts from commercial marketing to plan and implement programs designed
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