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CSR is one of five factors to building a brand globally. |
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Tuesday, 20 November 2007 |
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Practising corporate social responsibility (CSR) is one of five factors that help a brand become well respected globally, according to international marketer Philip Kotler. The other four are having quality products and services, a good financial track record, good management or leaders, and innovations, he told the Leaders in Dubai Business Forum 2007 yesterday.
Kotler said the global brands that were best loved internationally had a number of similar characteristics. They considered the needs of all stakeholders and not just shareholders; their executive salaries were relatively modest and they generally had an open door policy to reach top management. Read more of this article at Gulf News. |
