Corporate Philanthropy as a Social Investment: Adopting Balanced Scorecard Methodologies to Build Strategy and Evaluation Systems

抄録

Corporate philanthropy should be seen as social investment rather than charity, and should be linked to an enhancement of corporate value. To that end, companies must rebuild their social investment mission and reposition it clearly from a management perspective. Strategies must be put in place to efficiently and effectively realize a return on social investments. This paper presents innovative methods for corporate philanthropy reform on the basis of a balanced scorecard approach to evaluate business performance, which sets the stage for the emergence of a succession of far-sighted companies that have undertaken a paradigm shift in their strategies towards corporate philanthropy.