哈佛商业评论:疫情当前,怎样的企业援助更有效?

摘录几段:

围绕企业核心业务的援助比现金更有效

在第一项研究中,为了分析企业捐赠对受灾地区的援助效果,研究团队两两对比不同国家的情况,每对国家的客观属性和受灾情况相似,但接受援助的程度和性质不同:一个以本地企业的实物捐赠为主,另一个以外部企业的现金捐赠为主。

结果显示,以本地企业援助为主的国家,援助到位更快;本地企业援助占比超过44%的国家,10年后的恢复水平高出145%;以企业围绕核心业务进行捐助为主的国家,援助到位更快且恢复程度更高。

简单来看,这一研究结果提示我们企业在进行现金援助的同时,还可以做到更多。譬如在本次疫情的公益捐赠中,不少企业就结合自身业务,从信息普及、服务保障(升级或者免费开放企业自有的服务能力)、技术输出等方面对疫区、受灾人员展开支援。

融入业务优势的持续公益援助更能让企业获益

在第二项研究中,研究团队分析了企业通过援助得到的回报。研究者对比了企业在受灾地区的实际营收与灾害发生前的预期营收,发现企业声誉(以灾害发生一年前和一年后的媒体报道衡量)是一个重要影响因素。

无论捐赠数额多少,声誉良好的企业都会受益。相比之下,声誉较差的企业则会遭受损失。研究者还指出,声誉良好的公司在灾害发生后带头援助,将会受益;其他公司只有跟随这样的公司进行相似援助才会受益。如果在声誉较差的公司带头捐助后,其他公司能采取与之不同的援助行动,才更有可能获益。

这意味着,仅在灾害发生时通过公益捐赠提升企业声誉的思路并不可取。通过公益行动提升企业声誉应是一个长期可持续的过程。

https://www.hbrchina.org/2020-02-06/7733.html?

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另一篇 疫情肆虐背后:明智的企业该怎么应对危机?

https://www.hbrchina.org/2020-02-06/7734.html

 

 

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