What Are the Arguments for and Against Johnson and Johnson’s Corporate Philanthropy?

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Philanthropy means the desire to promote the welfare of others. In other words Johnson and Johnson’s desire to improve the welfare of its stakeholders. It also means a long term charitable strategy and charity as a one-time donation of time, money or other resources normally the goal being to contribute to the overall well-being of the local and global community. Arguments for Johnson & Johnson’s corporate philanthropy. 1. Polishing the corporate image To Johnson & Johnson is an instrument in their long-term growth and viability. It is a matter of enlightened self-interest. These altruistic actions that the company took bolsters its business objectives and corporate image. A good corporate image for Johnson & Johnson can be priceless in any number of situations. Johnson & Johnson’s image can be polished by: • Building goodwill in the community and among employees and customers: Goodwill is the added value of a brand or company beyond its tangible assets. If Johnson & Johnson is viewed as responsible, caring for members of its community, it will have a certain advantage when controversy arises because goodwill convinces people to give them the benefits of the doubt although goodwill can be squandered easily. • Helping to differentiate Johnson &Johnson’s brand among competitors: Advertisers face the problem of getting their client’s message out above the noise because people are generally cynical about corporate ethics, Johnson & Johnson, being ethical, it will stand out especially in this medical sector where the public is most skeptical about the industry’s ethics in general. • Fostering a reputation for good corporate citizenship: standing out as an ethical company consistently over time gives Johnson & Johnson a reputation as an ethical leader. With that solid reputation, Johnson &Johnson retains public support even when public anger towards the company will

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