Firms sharing social responsibility for the social good with customers is generally seen as a win-win – more patronage from socially responsible customers and larger benefits to society. A forthcoming study in the INFORMS journal of Marketing Science, a leading academic marketing journal, however, questions the premise. The study finds that when a firm shares social responsibility with customers by asking them to “pay what you want,” promising a certain percentage of revenues to be donated to charity, consumers respond to whether firms give, but very little to how much they give.
From dark analytics to mixed reality, machine intelligence and blockchain, Deloitte’s annual Technology Trends report analyzes the trends that could disrupt businesses in the next 18-24 months. CIOs who can harness the possibilities of these technologies will be better positioned to shape the future of their business. Read more →