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

Author

Listed:
  • Du Shuili

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

  • Sen Sankar

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

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.

Suggested Citation

  • Du Shuili & Sen Sankar, 2016. "Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference," NIM Marketing Intelligence Review, Sciendo, vol. 8(1), pages 18-23.
    • Handle: RePEc:vrs:gfkmir:v:8:y:2016:i:1:p:18-23:n:1003
    DOI: 10.1515/gfkmir-2016-0003
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