Sponsorships and corporate contributions

Canada's recession has dictated the reevaluation of activities, the reordering of priorities, and the reassessment of investments. Xerox Canada Ltd. believes that sponsorships and corporate contributions are a critical element of business. Sponsorships and contributions yield results that furth...

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Bibliographic Details
Published in:The Canadian business review 1991-09, Vol.18 (3), p.16
Main Author: Cogill, J. Harry
Format: Article
Language:English
Subjects:
Advantages
Canada
Community relations
Corporate donations
Corporate objectives
Corporate sponsorship
Corporations
Donations
Economic aspects
Effects
Office equipment and supplies industry
Philanthropy
Trends
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Summary:Canada's recession has dictated the reevaluation of activities, the reordering of priorities, and the reassessment of investments. Xerox Canada Ltd. believes that sponsorships and corporate contributions are a critical element of business. Sponsorships and contributions yield results that further the company's corporate aims of leadership through quality and maintaining competitive advantage. Social involvement is beneficial only if it is undertaken as any other business activity - with careful planning, execution, and evaluation. This requires a meticulous analysis of corporate objectives and a clear understanding of the results such activities are expected to produce. As a marketing enterprise, sponsorship of the arts or sporting endeavors is expected to yield sales. It also brings public recognition. In making corporate contributions, a company is recognizing its accountability to its stakeholders.
ISSN:0317-4026