Using Business to Do Good

When Shuili Du was a doctoral student at Boston University, the academic field of marketing still focused on the marketing mix (i.e., product, price, promotion and channel management/retailing) and less on the company behind the marketing activities. Then, in one of her doctoral courses, marketing professor C.B. Bhattacharya shared his viewpoint of the importance of companies being good corporate citizens. This piqued her interest, and Bhattacharya wound up mentoring Du in the budding field of corporate social responsibility (CSR).

Read more: UNH Today (December 29, 2020)