A contrastive study of donation behavior between domestic and foreign enterprises

摘要

In the modern enterprises' economic activities, charitable donation has increasingly become an important way to optimize intangible assets, fulfill social responsibilities for the vast majority of enterprises. By using the method of case study, this paper make a comparison between domestic and foreign dominant enterprises based on donation motivation, donation form, and donation correlation to find their donation behaviors' similarities and differences. Furthermore, cause related marketing which achieve mutual benefits between enterprises, customers and charities will be also studied.