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Article
Strategic philanthropy: Dove and the Girl Scouts' UNIQUELY ME!
Annual Advances in Business Cases (2010)
  • Nanette C Clinch, San Jose State University
  • A Dorso, San Jose State University
  • A Osland, San Jose State University
Abstract

The article presents a case study on the strategic philanthropy of Unilever Group's Dove brand which partnered with Girl Scouts in the U.S. for its Campaign for Real Beauty. It states that the partnership has proven beneficial to both parties, though there are concerns that Unilever is not realizing the potential benefits of the self-esteem campaign, which may undermine it. Information on Dove's Campaign for Real Beauty, the Girl Scout's uniquely ME! program, and self-esteem is presented.

Publication Date
2010
Publisher Statement
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Citation Information
Nanette C Clinch, A Dorso and A Osland. "Strategic philanthropy: Dove and the Girl Scouts' UNIQUELY ME!" Annual Advances in Business Cases Vol. 30 (2010)
Available at: http://works.bepress.com/nanette_clinch/6/