正确看待慈善捐赠对企业的价值和作用

Role and Function of Modern Corporation Philanthropy

在责任竞争时代,企业慈善捐赠绝非单纯的利他行为,而是重要的竞争手段,对企业有着巨大的价值和作用,是企业从优秀走向卓越,实现永续经营的必由之路。

I introduce some new theory and practices of corporate philanthropy in this paper to help the readers understand the role and function of modern Corporation philanthropy. (1) corporate philanthropy can generate positive moral capital among communities and stakeholders,which can provide shareholders with insurance-like protection for a firm’s relationship-based intangible assets,and this protection contributes to shareholder wealth. (2) Strategic philanthropy can often be the most cost-effective way for a company to improve its competitive context(e.g. factor conditions,demand conditions,context for strategy and rivalry,and related and supporting industries),and enable companies to leverage the efforts and infrastructure of nonprofits and other institutions. (3)Cause related marketing (also called joint venture marketing) links corporate identity with NGOs,good causes,and significant social issues through cooperative marketing and fund raising programs,which has now become a part of the marketing mix in operational environment and can increase shareholders wealth directly. In short,doing well by doing good,corporate philanthropy is not an altruistic activity but an important competitive way in a CSR time,which can increase turnover,lower cost,improve efficiency and reduce uncertainty in the business.