Introduction In late 2009, The Dannon Company (Dannon) found itself faced with the dilemma of whether to publicize its long-standing corporate social responsibility efforts business. Dannon, after sixty-seven years of entry into the US market, was on the verge of becoming the yogurt leader in the US domestic market. To help achieve this goal, Dannon's senior director of public relations, Michael Neuwirth, was contemplating how long-standing corporate values ​​and corporate social responsibility would be able to help Dannon become a leader as a national manufacturer of yogurt in the United States (Marquis, Shah, Tolleson, & Thomason, 2011). Danone is a yogurt manufacturing company, founded by Carasso's father, Isaac Carasso in Barcelona, ​​Spain, in 1919. Danone first introduced once an innovative yogurt product used by doctors to treat intestinal disorders. After Carasso's father died in 1939, Carasso became CEO of Danone. Through Carasso's leadership Danone had a rapid expansion plan into European markets. However, with World War II raging in Europe, Carasso immigrated to the United States in 1941 for safe haven during the war (Marquis, et al., 2011). Carasso now in the United States founded Dannon Milk Products, Incorporation in New York, in 1942. In order to attract consumers in the US market towards yogurt, Carasso names the Dannon company as deputy Danone (Marquis, et al., 2011). Carasso, however, discovered that the U.S. market for yogurt was almost nonexistent. Not letting this slow Carasso down, Carasso used his innovative thinking as his father did with Danone to attract interest in yogurt in the U.S. market. Carasso was able to introduce the yogurt product “Fruit on the Bottom” in 1947 (Marquis, et al., 2011). This innovation was able to transform the sourness of yogurt into a......medium of paper......ard Business School.McElhaney, K. (2007, February 7). Communication strategy on CSR. Retrieved February 20, 2014, from http://r.search.yahoo.com/r/_ylt=A0SO80rITgpTXTMAhS5XNyoA;_ylu=X3oDMTE0amQzcTRjBHNlYwNzcgRwb3MDMjkEY29sbwNncTEEdnRpZANWSVAzMDRfMQ--/SIG=13os7 e4jj/ EXP=1393213256/**http%3a//faculty.haas. berkeley.edu/kmack/292%2520Spring%252007/CSR%2520Communications%2520StMcMullen, T. (2010, February 26). Dannon to pay $45 million to settle yogurt lawsuit. ABC News. Retrieved February 20, 2014, from http://abcnews.go.com/Business/dannon-settles-lawsuit/story?id=9950269(2011). Overview of sustainable development. Retrieved February 20, 2014, from Dannon: http://www.danon.com/pdf/dannon_cares/2011_Sustainable_Development_Overview.pdfThe 2011 CSRI 50. (n.d.). Retrieved February 20, 2014, from Boston College Center for Corporate Citizenship: www.bcccc.net/pdf/CSRIReport2011.pdf