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  • August 6, 2020
  • Article
  • Harvard Business Review Digital Articles

Companies Must Go Beyond Random Acts of Humanitarianism

By: Frank Cooper and Ranjay Gulati
  • Format:Electronic
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Abstract

Any organization can write a check or mobilize resources when confronted with a crisis such as the Covid-19 pandemic or a social movement such as Black Lives Matter. But corporate crisis response becomes much more meaningful when stakeholders know that the organization has been applying itself in similar ways and as part of its primary business over time for society’s benefit, and that it will continue to do so far into the future. Put simply, a well-defined organizational purpose should drive any actions you take. For example, PayPal has declared that it wants to democratize financial services and it was one of the first non-banks to offer Paycheck Protection Program loans. Mahindra Group, the Indian conglomerate, has a single-word purpose: “Rise.” It has devised many different ways to provide aid during the pandemic, from offering its resorts as healthcare facilities to using its IT infrastructure to monitor virus outbreaks.

Keywords

Mission and Purpose; Corporate Social Responsibility and Impact

Citation

Cooper, Frank, and Ranjay Gulati. "Companies Must Go Beyond Random Acts of Humanitarianism." Harvard Business Review Digital Articles (August 6, 2020).
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About The Author

Ranjay Gulati

Organizational Behavior
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  • First to Fight? Culture, Tradition and the United States Marine Corps (USMC) By: Ranjay Gulati, Akhil Iyer and Joel Malkin
  • Veeva Systems and the Transformation to a Public Benefit Corporation By: Ranjay Gulati and Allison M. Ciechanover
  • Nick Saban: Embracing 'The Process' of Sustaining Success By: Ranjay Gulati and Eppa Rixey
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