Why philanthropy is R&D for business | McKinsey & Company:
Commentary
Why philanthropy is R&D for business
Targeted giving can help companies lay the groundwork for future commercial success.
September 2013 | byDoug Conant
We often measure the impact of corporate philanthropy by counting the number of individuals who are helped by a particular program. In my experience, however, philanthropy can also help companies reduce business risk, open up new markets, engage employees, build the brand, reduce costs, advance technology, and deliver competitive returns.
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