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3 Pages Essays / Projects Year: Pre-2021

I received a HD for this assessment. Enlightened self-interest theory argues that companies who act to enhance their surrounding societal environment will reap marginal benefits in the long term, (Keim, 1978, 32). Despite CSR being a costly and risky approach, past studies have supported this theory by arguing that CSR strategies build competitive advantage, (Samy, Odemilin & Bampton, 2010, 203). For example, JB-Hi-Fi’s ‘Helping Hands’ initiative resulted in the company being ranked as the most charitable company in 2016 by the Australian Charities Fund, (Australian Charities Fund, 2016; JB-Hi-Fi, 2016, 15). This strengthened JB-Hi-Fi’s brand image as it promoted lots of positive media publicity, (Patty, 2016).


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