Corporations, in particular, have the infrastructure, supply chains, experience and relationships to help respond quickly. It’s great when companies contribute their assets to relief efforts, but sometimes the best intentions actually cause more problems than they solve. For example, when Hurricane Katrina hit New Orleans in 2005, we saw a candy company donate bags of Halloween candy to the affected children. Can you imagine children — who have just lost everything and, in many cases, family members — opening up skeleton-shaped candy suckers?
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