Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2016
  • Case
  • HBS Case Collection

But, It's For a Good Cause

By: Elizabeth Keenan and John Gourville
  • Format:Print
  • | Language:English
  • | Pages:8
ShareBar

Abstract

Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of memorable advertising, as with Nike's “Just Do it” campaign. It includes associations with famous individuals (e.g., Michael Jordan) or with charitable entities (e.g., the Ronald McDonald House). And it encompasses efforts to be environmentally conscious, as when Starbucks buys from sustainable sources or when S’well encourages the purchase of its reusable water bottle to reduce the use of plastic drinking containers.

Keywords

Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability

Citation

Keenan, Elizabeth, and John Gourville. "But, It's For a Good Cause." Harvard Business School Case 517-062, November 2016.
  • Educators

About The Authors

Elizabeth A. Keenan

Marketing
→More Publications

John T. Gourville

→More Publications

More from the Authors

    • March 2022
    • Marketing Letters

    When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

    By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
    • February 2022
    • Faculty Research

    Paul Polman

    By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
    • January 2022
    • Faculty Research

    Bee-ing Better at Bombas

    By: Elizabeth A. Keenan, Youngme Moon and John Masko
More from the Authors
  • When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College