<P> Some companies use CSR methodologies as a strategic tactic to gain public support for their presence in global markets, helping them sustain a competitive advantage by using their social contributions as another form of advertising . </P> <P> Companies that operate strong CSR activities tend to drive customer's attention to buy products or services regardless of the price . As a result, this increases competition among firms since customers are aware of the company's CSR practices . These initiatives serve as a potential differentiator because they not only add value to the company, but also to the products or services . Furthermore, firms under intense competition are able to leverage CSR to increase the impact of their distribution on the firm's performance . For instance, lowering the carbon footprint of a firm's distribution network or engaging in fair trade are potential differentiators to lower costs and increase profits . In this scenario, customers can observe the company's commitment to CSR while increasing company sales . </P> <P> Whole Foods' marketing and promotion of organic foods have had a positive effect on the supermarket industry . Proponents assert that Whole Foods has been able to work with its suppliers to improve animal treatment and quality of meat offered in their stores . They also promote local agricultures in over 2,400 independent farms to maintain their line of sustainable organic produce . As a result, Whole Foods' high prices do not turn customers away from shopping . In fact, they are pleased buying organic products that come from sustainable practices . </P> <P> According to a Harvard Business Review article, there are three theaters of practice in which CSR can be divided . Theater one focuses on philanthropy, which includes donations of money or equipment to non-profit organizations, engagement with communities' initiatives and employee volunteering . This is characterized as the "soul" of a company, expressing the social and environmental priorities of the founders . The authors assert that companies engage in CSR because they are an integral part of the society . For instance, the Coca - Cola Company contributes with $88.1 million annually to a variety of environmental educational and humanitarian organization . Another example is PNC Financial Services' "Grow Up Great" childhood education program . This program provides critical school readiness resources to underserved communities where PNC operates . </P>

The two elements that determine the csr orientation of a firm are its business model and its