<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers real participation and goes beyond the standard marketing mix can therefore effectively reshape the competitive game with a market leader. Key consumer/societal problems present unprecedented opportunities for companies to gain long-term competitive advantages by creating both social and business value. 
We show how making a noticeable difference in the quality of oral health care of the children in Hispanic immigrant communities helped an American brand gain significant ground in this market. Rather than competing head-to-head against the market leader by making incremental improvements in product attributes or relying on price promotions, the challenging brand resorted to an innovative CSR initiative.
</p>
</abstract>

Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers real participation and goes beyond the standard marketing mix can therefore effectively reshape the competitive game with a market leader. Key consumer/societal problems present unprecedented opportunities for companies to gain long-term competitive advantages by creating both social and business value. 
We show how making a noticeable difference in the quality of oral health care of the children in Hispanic immigrant communities helped an American brand gain significant ground in this market. Rather than competing head-to-head against the market leader by making incremental improvements in product attributes or relying on price promotions, the challenging brand resorted to an innovative CSR initiative.

Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Assistant Professor of Marketing, University of New Hampshire, Durham, New Hampshire, USA

Professor of Marketing, Baruch College, City University of New York, New York, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers...

Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Publié en ligne: 29 avr. 2016

Pages: 18 - 23

DOI: https://doi.org/10.1515/gfkmir-2016-0003

Mots clés
CSR, Competitive Advantage, Differentiation, Relationship Marketing, Communication

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Publié en ligne: 29 avr. 2016

Pages: 18 - 23

DOI: https://doi.org/10.1515/gfkmir-2016-0003

Mots clésCSR, Competitive Advantage, Differentiation, Relationship Marketing, Communication

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
CSR, Competitive Advantage, Differentiation, Relationship Marketing, Communication