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2. Which campaign provides a better CSR benefit generated by consumers? St. Jude Red Cross 3. You contemplate that CSR activities may aiso help the firm boost employee engagement and increase their creativity, Using company data, you realized that the weight to boost employee engagement is 20 percent, and the weight to increase employee creativity is 80 percent. The donation to the Red Cross may improve the ability to boost employee engagement by 5 percent and the ability to increase employee creativity by 7 percent. The donation to St. Jude may improve the ability to boost employee engagement by 8 percent and the ability to increase employee creativity by 4 percent. Using the formula in question 1, what is the CSR benefit related to boosting employee engagement and creativity with respect to the Red Cross and St. Jude doniations? CSR benefit generated by customers due to an increase in sales and brand equity = [Sales weight (1+1 mprovement in sales )]+[ Brand equity weight (1+ Improvement in brand equity )] What CSR benefit generated by customers due to an increase in sales and brand equity was obtained for the Red Cross and St. Jude campaigns? Red Cross: 0.50 0.05 5.00 1.35 St. Jude: 6.80 1.37 0.68 0.07 company data, you realized that the weight to boost employee engagement is 20 percent, and the weight to increase employee creativity is 80 percent. The donation to the Red Cross may improve the ability to boost employee engagement by 5 percent and the ability to increase employee creativity by 7 percent. The donation to St. Jude may improve the ability to boost employee engagement by 8 percent and the ability to increase employee creativity by 4 percent. Using the formula in question 1 , what is the CSR benefit related to boosting employee engagement and creativity with respect to the Red Cross and St. Jude donations? Red Cross: 0.66 1.07 0.07 6.60 St. Jude: 0.48 0.05 4.80 1.05 4. Which campaign provides a better CSR benefit related to boosting employee engagement and creativity? Red Cross St. Jude Marketers today have to show their stakeholders a retum on investment for their CSR-related activities, You were recently hired by Bel Valley Insurance Company as a marketing manager. You are interested in increasing the performance of this new firm, so you hold a meeting with your team to discuss ways of increasing sales, brand equity, and employee engagement and creativity. Participants in the meeting considered investing in Corporate Social Responsibility (CSR) because such an investment is neither a cost nor simply the right thing to do, but rather a source of competitive advantage. Before making a final decision, you and your team want to analyze the benefits associated with various CSR activities \%media:746061664_.jpg.ext1\% 1. You want to first test the impact of a CSR activity on customer sales and brand equity. You figured out that weight associated with sales is 0.5, and the weight related to the outcome of brand equity is 0.8. According to your fesearch, a donation to the American Red Cross would improve customer sales by 2 percent and customer brand equity by 5 percent A donation to St. Jude Hospital would contribute a 4 percent increase in sales and a 6 percent increase in the firm's equity. You use the following formula to find out which charitable campaign would produce a better CSR benefit

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