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 Paper Stats: Abstract Views: 604 Downloads: 213 Download Rank: 14757 |
Doing Well By Doing Good - Case Study: 'Fair & Lovely' Whitening Cream | ||||||||||||
ANEEL G. KARNANI University of Michigan - Stephen M. Ross School of Business January 2007 Ross School of Business Working Paper No. 1063 |
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Abstract: According to the 'doing well by doing good' proposition, firms have a corporate social responsibility to achieve some larger social goals, and can do so without a financial sacrifice. This paper empirically tests this proposition by examining in depth the case of 'Fair & Lovely,' a skin whitening cream, marketed by Unilever in many countries in Asia and Africa, and, in particular, India. Fair & Lovely is indeed doing well; it is a profitable and fast growing brand. It is, however, not doing good, and we demonstrate its negative implications for public welfare. We conclude with thoughts on how to reconcile this divergence between private profits and public welfare. |
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Keywords: Corporate social responsibility, bottom of the pyramid |
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JEL Classifications: M14 |
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Working Paper Series |
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Suggested Citation Karnani, Aneel G., "Doing Well By Doing Good - Case Study: 'Fair & Lovely' Whitening Cream" (January 2007). Ross School of Business Working Paper No. 1063 Available at SSRN: http://ssrn.com/abstract=958087 |
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