CB Bhattacharya on Stakeholder Reactions and ROI from CSR Activities

in Marketing, MediaWatch, Social Impact, Video
March 2nd, 2010

In this presentation from the “Creating and Capturing Value through Marketing” conference at Boston University on April 3, 2009, CB Bhattacharya discusses his latest research, which shows that stakeholder reactions to CSR initiatives hinge on four main “levers”: awareness, understanding, usefulness, and unity.

CB Bhattacharya is Professor of Marketing and Everett W. Lord Distinguished Faculty Scholar at Boston University School of Management.

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