The Nelson A. Rockefeller Center for Public Policy and the Social Sciences

Tuck Professor Punam Keller speaks to Rocky Leadership Fellows

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Punam Keller, Professor of Marketing at the Tuck School of Business, used social marketing principles to show Rocky Leadership Fellows how they can persuade others and affect positive change.  The session on October 28th opened with a discussion on whether businesses have any responsibility for solving social ills.  Most agreed that while companies are in the end responsible to their shareholders for the bottom line, they do have a civic responsibility. 

Keller stressed the importance of empowering individuals to either take action on a specific goal or to change their behavior.  Using examples of major corporations, she highlighted the different real-life approaches companies have taken to change the world and rated their effectiveness.  The session then changed focus to what the Fellows can do in their own on-campus groups to help causes they are passionate about. 

-- Karen Doster '11

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The Nelson A. Rockefeller Center for Public Policy and the Social Sciences