营销战略与竞争定位(第5版)ppt 9780273740964_pp18
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Slide 18.3
Table 18.2 Companies leading in sustainability
Source: Adapted from Engardio (2007). Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Figure 18.3 Corporate responses to CSR imperatives
Source: Adapted from Piercy and Lane (2009b). Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Slide 18.2
Slide 18.4
Table 18.2 Companies leading in sustainability (Continued)
Source: Adapted from Engardio (2007). Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Slide 18.7
Figure 18.4 CSR and customer value propositions
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Slide 18.1
Table 18.1 The most ethically perceived brands in five countries*
Note: * Based on a survey of 5,000 unprompted respondents. Source: Adapted from Carlos Grande, ‘Ethical Consumption Makes Mark on Branding’, Financial Times, 20 February 2007, p. 24.
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012
Slide 18.6
Sቤተ መጻሕፍቲ ባይዱide 18.5
Figure 18.2 Responsive and strategic CSR
Source: Reprinted by permission of Harvard Business Review. Responsive and Strategic Corporate CSR, from ‘The link between competitive advantage and corporate social responsibility’ by Michael E. Porter and Mark R. Kramer, December 2006. Copyright © 2006 by the Harvard Business School Publishing Corporation; all rights reserved.
Figure 18.1 Marketing strategy and corporate social responsibility
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition © Graham Hooley and Brigitte Nicoulaud 2012