Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Suggested Citation

Du, S., & Sen, S. (2016). CSR als Trumpf im Wettbewerb: Ein klares Profil durch Marketing mit Verantwortung. GfK Marketing Intelligence Review, 8(1), 18-23

NIM Marketing Intelligence Review – Responsible Marketing

Authors

Shuili Du, Assistant Professor of Marketing, University of New Hampshire, Durham, New Hampshire, USA, Shuili.Du@unh.edu
Sankar Sen, Professor of Marketing, Baruch College, City University of New York, New York, USA, sankar.sen@baruch.cuny.edu

Shuili Du and Sankar Sen

Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers real participation and goes beyond the standard marketing mix can therefore effectively reshape the competitive game with a market leader. Key consumer/societal problems present unprecedented opportunities for companies to gain long-term competitive advantages by creating both social and business value.

We show how making a noticeable difference in the quality of oral health care of the children in Hispanic immigrant communities helped an American brand gain significant ground in this market. Rather than competing head-to-head against the market leader by making incremental improvements in product attributes or relying on price promotions, the challenging brand resorted to an innovative CSR initiative.

Authors

Shuili Du, Assistant Professor of Marketing, University of New Hampshire, Durham, New Hampshire, USA, Shuili.Du@unh.edu
Sankar Sen, Professor of Marketing, Baruch College, City University of New York, New York, USA, sankar.sen@baruch.cuny.edu

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Suggested Citation

Du, S., & Sen, S. (2016). CSR als Trumpf im Wettbewerb: Ein klares Profil durch Marketing mit Verantwortung. GfK Marketing Intelligence Review, 8(1), 18-23

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