A big hurdle do-good companies face
- Written by Saerom Lee, Assistant Professor, Department of Marketing, The University of Texas at San Antonio
Consumers often distrust mission-driven groups that earn profits.
Brian A Jackson/Shutterstock.comHave you ever wondered who collects the clothes you stuff into that donation drop box in your neighborhood? Chances are, you assumed it was a nonprofit, but that box actually may instead belong to a for-profit social venture. If you don’t know...