Publication

This paper discusses how corporations that have joined the RED initiative (American Express, Apple, Armani, Converse, Gap, Hallmark and Motorola) use it not only to reinforce their brand profiles and/or portray them­selves as benevolent, but also to address some of the key challenges they face in a competitive com­mercial environment. The authors argue that these companies are moving the boundaries of Corporate Social Responsibility away from addressing solely the problematic aspects of their own operations, towards solving the pro­blems of others considered "distant" beneficiaries.