REPUTATION AT DREXEL LEBOW: LeBow Marketing Professor Pens Book on Corporate Social Responsibility
Companies know that corporate social responsibility programs improve company performance, and a Drexel LeBow professor wants to help them better understand why.
Daniel Korschun, Ph.D., assistant professor of marketing, has co-authored the book “Leveraging Corporate Social Responsibility – The Stakeholder Route to Maximizing Business and Social Value,” which was recently published by Cambridge University Press. Nearly every large company now runs some form of corporate responsibility program, and this book was created to help companies better understand how and why shareholders react to these programs.
Korschun says that at this point, it is widely accepted that corporate social responsibility programs have the potential to improve both corporate performance and societal welfare. “In writing this book we hope to move the discussion from whether corporate responsibility can pay-off for companies, to what companies can do so that corporate responsibility pays-off as much as possible.”
While there are many books that make recommendations on managing CR, relatively few are based on empirical research. “We wanted to take findings from our research and integrate them in a way that can help managers become more successful at managing CR activities,” Korschun says.
The book draws heavily from the authors’ own research, collected over a decade using experiments, surveys, focus groups, interviews and analysis of secondary data. “Our hope is that readers use our approach to create CR programs that not only provide societal benefits, but also benefits for the company,” Korschun says. “That way, the programs themselves will be sustainable.”
Korschun co-wrote this book with Sankar Sen, Ph.D., professor of marketing at the Zicklin School of Business, and CB Bhattacharya, Ph.D., dean of international relations and E.ON chair in corporate responsibility at European School of Management and Technology.
The book is currently for sale on Amazon.com.
