Sustainability and corporate social responsibility (CSR) issues are at the forefront of the corporate agenda in today’s socially conscious environment. The primary objective of Ms. Du's scholarly research is to expand the current understanding of marketing strategy by investigating how companies can leverage sustainability and CSR initiatives to simultaneously drive social change and gain competitive advantage. Her research shows that when marketers adopt a strategic approach to social involvement (e.g., focusing on social issues that matter to their key stakeholders), they can reap coveted business benefits, such as greater brand equity, higher customer loyalty, and more effective new product innovations, while at the same time enhancing societal welfare.
Ms. Du is published in many premier journals and has presented her research widely in leading academic forums both nationally and internationally. In addition, she has researched and consulted to various companies on their CSR strategies, including Stonyfield Farm, Procter and Gamble, Allianz, among others.