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As a company, if you do something concrete to make the world a little better, rather than focusing on marketing and sales, does that benefit you as a brand? Or is it a combination? According to some studies it is not all that black and white. Rob van Tulder of RSM was mentioned in the article. The emphasis is on his book 'Getting all the Motives Right', discussing how companies van communicate 'doing good' to the outside world.


  • Rob van Tulder
    Role: Faculty
    Reference type: Referenced

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