{"corpus_id":167394413,"paper_sha":"e03eaec9c15f6bead619135c11b6032673c75dcd","doi":"10.1515/GFKMIR-2016-0003","arxiv_id":null,"pmid":null,"pmcid":null,"mag_id":2343459555,"dblp_id":null,"acl_id":null,"title":"Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference","year":2016,"publication_date":"2016-04-29","venue":"","journal":{"name":"NIM Marketing Intelligence Review","pages":"18 - 23","volume":"8"},"journal_issn":null,"journal_title":null,"publication_types":[],"pubmed_pub_types":null,"s2_fields_of_study":["Business"],"reference_count":2,"citation_count":7,"influential_citation_count":0,"is_open_access":false,"arxiv_categories":null,"arxiv_license":null,"arxiv_journal_ref":null,"mesh_headings":null,"chemicals":null,"comments_corrections":null,"source_flags":1,"s2_open_access_pdf_url":null,"s2_open_access_landing_url":null,"s2_open_access_license":null,"s2_open_access_status":null,"pmc_open_access_pdf_url":null,"pmc_open_access_landing_url":null,"pmc_open_access_license":null,"pmc_open_access_status":null,"unpaywall_open_access_pdf_url":null,"unpaywall_open_access_landing_url":null,"unpaywall_open_access_license":null,"unpaywall_open_access_status":null,"abstract":"Abstract Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers real participation and goes beyond the standard marketing mix can therefore effectively reshape the competitive game with a market leader. Key consumer/societal problems present unprecedented opportunities for companies to gain long-term competitive advantages by creating both social and business value. We show how making a noticeable difference in the quality of oral health care of the children in Hispanic immigrant communities helped an American brand gain significant ground in this market. Rather than competing head-to-head against the market leader by making incremental improvements in product attributes or relying on price promotions, the challenging brand resorted to an innovative CSR initiative.","claims":[{"public_id":"cl_5d30c22342e9c5eedd482133b565cce1","status":"active","text":"An American challenging brand gained significant market ground in Hispanic immigrant communities by improving children's oral health care quality through an innovative CSR initiative, rather than competing on product attributes or price promotions.","confidence":0.9,"contributors":[{"id":171,"public_id":"b9tnx83g25","public_label":"eunsjani (b9tnx83g25)","roles":["extraction"],"url":"https://sah.borca.ai/u/b9tnx83g25"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale 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