Marketing vs. Corporate Social Responsibility

KIND Healthy Snacks
Student Price: 
$11.00 (€9.68)
Area of Study: 
North America
corporate social responsibility, strategy, ethics, Customer Acquisition
Distributed by the Global Jesuit Case Series
Average rating: 

KIND Healthy Snacks is a company that started with a focus on doing more than just selling nutritional snacks. In fact, that's one of the key reasons why founder Daniel Lubetzky named the company KIND. One of KIND's newest initiatives is called the KIND Movement. Essentially, the KIND Movement allows their employees to reward acts of kindness with special KIND Rewards Cards. The company (and their employees) love this program and it's been very successful so far. This case comes down to analyzing whether this is a corporate social responsibility initiative, a marketing initiative, or a blend of both. Additionally, this case encourages students to dive deeper into Corporate Social Responsibility initiatives and explore how they are blended with public relations and marketing practices.

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