In this disguised case, newly appointed Vice President for Corporate Communication Andrea Tilman must choose among different strategies to align corporate philanthropy programs with long-term corporate philosophy and business strategy at the U.S. subsidiary of a Japanese multinational corporation. The guiding corporate philosophy is the principle of kyosei, or “living and working together for the common good.” In selecting the strategy, Tilman must consider factors such as the company as a whole, straightforward measurement of results, budget size, and how and to whom she should communicate the new program once it was implemented. This case illustrates the key strategic role of corporate communication and philanthropy in enacting social responsibility. The topic leads to spirited discussions about the value of corporate philanthropy and whether it is in the shareholders’ financial interest.
Darden Business Publishing – University of Virginia