In this case, disguised, the newly appointed vice-president of corporate communications, Andrea Tillman have to choose between different strategies for aligning corporate philanthropy programs with long-term corporate philosophy and business strategies for the U.S. subsidiary of the Japanese multinational corporation. The guiding principle is the corporate philosophy Kyosei, or "living and working together for the common good." The choice of strategy, Tillman to consider such factors as the company as a whole, the results of direct measurements of the size of the budget, and how and to whom it should announce the new program when it was implemented. This case illustrates the key strategic role of corporate communications and philanthropy in the adoption of social responsibility. Topic leads to vigorous debate about the value of corporate philanthropy and whether it is in the financial interests of shareholders. "Hide
by Elizabeth A. Powell, Catherine Thomas Source: Darden School of Business 9 pages. Publication Date: December 28, 2001. Prod. #: UV1511-PDF-ENG
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