The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk

Marketers and investors face a heated, provocative debate over whether excelling in social responsibility initiatives hurts or benefits firms financially. This study develops a theoretical framework that predicts (1) the impact of corporate social performance (CSP) on firm-idiosyncratic risk and (2)...

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Veröffentlicht in:	Journal of marketing 2009-11, Vol.73 (6), p.198-213
Hauptverfasser:	Luo, Xueming, Bhattacharya, C. B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising research Business risks Business structures Financial risk Idiosyncratic risk Impact analysis Investment risk Investors Market strategy Marketing MSI and Emory University Special Section on Marketing Strategy and Wall Street R&D Research & development Risk assessment Social responsibility Stock prices Studies Systematic risk
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