Elaina Christaki

Posted: March 2, 2014 in Uncategorized

When considering the video we watched in class, “The Naked Brand”, I am a skeptical of its message. It is conveying the idea that companies are making a positive difference in the world. However, one must also consider that companies are really just utilizing cause marketing, doing good deeds that are highly visible, which benefits their corporate image. Essentially, companies do good things with the intention of enhancing their image, rather than truly wanting to make a difference. Additionally, in the documentary “Philanthropy Inc.”, it explained that Wal-Mart is a corporation that is criticized for their labor practices, yet they were able to use cause marketing to put a lid on the growing criticism they were receiving. When Hurricane Katrina occurred, Wal-Mart stepped in and gave away much needed supplies. They were seen as heroes because there was a slow response from the government. Even though Wal-Mart did something good, it does not mean we should forget about how they treat their employees. From this example, one can see that companies sometimes do positive things with not the best intentions. Overall, It is simply important to keep this in mind when considering corporate socially responsible.


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