Big businesses reaching out to help smaller businesses, which has come into vogue since the depression, is the latest example of what is known in corporate circles as cause marketing — hitching a brand to a social issue. “Brewing the American Dream,” a program Boston Beer established with a microlender, Accion, to help small businesses,
Big businesses reaching out to help smaller businesses, which has come into vogue since the depression, is the latest example of what is known in corporate circles as cause marketing — hitching a brand to a social issue. “Brewing the American Dream,” a program Boston Beer established with a microlender, Accion, to help small businesses, provides money and tutoring to entrepreneurs and fledgling food, beverage and hospitality businesses.
The New York Times, 11/15/2012
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