Companies that persue social strategies directly related to their product offer and customer base are actively looking for the creation of competitive advantages and additional values for their customers..
An intrinsic relationship is established between R+D+I and CSR because many aspects of Social Responsibility create a product or foster a process of innovation, or both.
Based on this idea we can argue that CSR promotes product as well as brand differentiation. Some companies will produce goods or services with attributes or characteristics that show consumers that the company is socially committed. Other companies can try to establish a socially responsible image. Both strategies will make the consumer believe that consuming that product is directly or indirectly helping a cause.
