Introduction Successful companies act as role models to other businesses and the wider community. To achieve this role model status they must be committed to Corporate Responsibility (CR). CR involves three aspects: Running a successful business. A business must first make a profit if it is going to be able to make a wider contribution to society.Being committed to ethical behaviour across its operations.Being committed to improving society. A visible aspect of its CR programme is Cause Marketing. This case shows how Vodafone has formed a Cause Marketing partnership with The National Autistic Society (NAS). Vodafone is the third largest company in this country by market capitalisation. This is remarkable because Vodafone is a relatively new company. Most of the other companies in the FTSE 100 (largest 100 companies in the UK) have been around considerably longer. Most people in this country instantly recognise the Vodafone logo and know what the company does. Vodafone supplies customers with mobile telephone facilities including text, games, music, mobile TV, and Internet services. In 2005 Vodafone had around 16 million UK customers, employed over 11,500 people across call centres, offices and retail shops. The NAS is less well-known. It is a national charity working…
Case Studies
