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  • 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
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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

Citation

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

About The Authors

Elizabeth A. Keenan

Marketing
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John T. Gourville

Marketing
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