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- Title
Corporate Philanthropy: A Strategic Approach to the Bottom-Line.
- Authors
Mescon, Timothy S.; Tilson, Donn J.
- Abstract
The article discusses ways of measuring the benefits of corporate philanthropy. The underlying strategy for many firms is for companies to obtain a tangible return for their charitable contributions. Some businesses have developed a series of cost/benefit analyses to determine long-term returns on philanthropy efforts. The Shell Oil company has identified several social performance planning areas within its strategic management plan. The object is to be responsive to public demands in a proactive rather than a reactive way.
- Subjects
CORPORATE giving; COST effectiveness; CHARITABLE giving; STRATEGIC planning -- Social aspects; SHELL Oil Co.; SOCIAL responsibility of business; SOCIAL services; RATE of return; SOCIAL accounting; PUBLIC welfare; ECONOMICS; ACCOUNTING
- Publication
California Management Review, 1987, Vol 29, Issue 2, p49
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41165238