Hero MotoCorp: Championing a Cause
(8 pages of text)
Hero MotoCorp Ltd. (HMCL) was the largest two-wheeler company in India, a country with one of the highest rates of road accidents in the world. HMCL realized that a cause marketing campaign around road safety could benefit the company in two ways—it could raise issues around road safety to benefit the greater society, and it could create a unique positioning for the company. HMCL created a multi-level campaign that created visibility and worked at the ground level to create behaviour change.
HMCL’s multi-level cause marketing campaign reached a large section of the population, but challenges lay ahead in measuring the success of the road safety campaign. The head of corporate social responsibility at the company had to determine how to measure the success of the campaign and whether to continue it.
The case is suitable for a module on corporate social responsibility and strategy in a corporate social responsibility course, or for a module on corporate social responsibility measurement. After working through the case, students will have gained an understanding of
- the links between the business strategy and the social responsibilities of a business;
- the interaction between industry structure, company competitiveness, and corporate social responsibility strategy; and
- cause marketing and its relation to industry structure and business competitiveness.
India, Large, 2017
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