The International Journal of Professional Management - ISSN 20422341
When Doing Good Can Be Bad – Avoiding the Pitfalls of Corporate Philanthropy
Volume 13, Issue 1, January 2018
Dr Tan Seng Teck
Senior Lecturer University of Wollongong, Malaysia Campus
Scholar on Business Ethics, DBA candidate, IPE Management School, Paris
sengteck.tan@newinti.edu.my
Lee Chee Seng
Head of Programme, University of Wollongong, Malaysia Campus
Scholar on Business Ethics
cheeseng.lee@newinti.edu.my
Abstract
We admire firms which show altruism when they donate to charities. Many of these donations are not trivial. The generosity of these firm is most welcomed as they improve the wellbeing of society. However, the company has to be profitable to be able to continue business activities, and without that, it can not be philanthropic. Therefore it is important to consider whether ‘doing good’ could be bad for the company, giving uncertain strategic returns. Corporations are not donating their own money but are answerable to the shareholders for every cent they donate. This article examines how firms can donate strategically and achieve competitive advantage through donations. Our discussions seek to address two questions:
Key words: Corporate philanthropy, Strategic return
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