Social resposability (corp c p a )

 

According to your textbook, a company should choose a Corporate Cause Promotion under the following six circumstances:

  • when a company has easy access to the target markets
  • when the cause can be connected and sustained by the company’s products
  • when the opportunity exists to contribute underutilized in-kind services
  • when employee involvement will get them excited to support the cause
  • when a company wants to limit its involvement and commitment to raising awareness
  • when there is a co-branding opportunity

Let’s consider some of the social issues we are learning about in light of this new lesson on CCP.  Watch the following Hyatt Hotels short video that promotes its connection with the cause Clean the World Foundation and their cooperation to impact the global social issue of a health disparity due to poor hygiene. The video is a few years old so the numbers will certainly have increased a lot since then but they are impressive nonetheless.

 

Would you say that the cause can be connected and sustained by the company’s products (in this case the slightly-used soap and shampoo room amenities from their hotels are more of a by-product)?   

Your activity for this week is to find a current example of a Corporate Cause Promotion for THREE of the six different circumstances listed above (and you can’t reuse the Hyatt example in case you were thinking of that!). First, look for examples from the global hospitality and tourism corporation or a competitor that you selected for your Case Study and CSR Initiative.  Whatever you find can be used in your plan later in the semester so COPY AND PASTE it in a folder for that purpose.  If you don’t find something for your specific corporation then next go to your competitors (which you also mentioned in your Case Study). I’m mainly concerned that you get these concepts no matter what company you find is employing them in their CSR. 

You can find one online, or maybe take a picture of an advertisement in a magazine or newspaper, or perhaps you’ll see a poster/sign/tent card in a store window, in a restaurant, etc. The important thing is to find a DIFFERENT EXAMPLE for THREE of the six circumstances listed. Some of the examples (like the Hyatt example) may fit more than one circumstance, but you need to find a different example for each circumstance to show me that you understand each one.

 To complete this assignment, download the CCP Activity  and fill in the worksheet. ( I Upload it as a file)

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