MODERN MANAGEMENT research highlight DOES SOCIAL RESPONSIBILITY HELP A COMPANY'S BOTTOM LINE? This chapter introduces social responsibility as a Stock Exchange over 10 years.The authors modern management challenge,For years,scholars classified the companies as making high,medi- have examined the influence of social responsibility um,or low levels of charitable donations.The on a company's financial performance.In an attempt authors then studied the short-and long-term to add more evidence to this debate,a recent study financial performance of these three groups of by Professors Brammer and Millington examined the firms.Do you think charitable donations led to influence of corporate donations on a company's better or worse short-term performance?What bottom line.15 about long-term performance?Prepare to defend To examine this relationship in detail,the your answers in class. authors tracked 537 firms listed on the LondonModern management