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An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

Liu, Gordon and Ko, Wai-Wai (2011). An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives. Journal of Business Ethics, 100(2) pp. 253–281.

DOI (Digital Object Identifier) Link: https://doi.org/10.1007/s10551-010-0679-7
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Abstract

Cause-related marketing (CRM) is an effective marketing tool for promoting corporate social responsibility (CSR) activities and the bulk of campaigns are designed and delivered through collaborative ‘social’ alliances with non-profit organisations (NPOs). The authors seek to uncover some of the factors that explain how firms and NPOs choose their potential partners in the development of their CRM strategy. The rationales for the observed patterns are investigated through semi-structured interviews conducted with managers employed by the UK-based firms and NPOs. The authors find that each party has specific preferences when choosing the particular CRM implementation strategies in different situations, as well as different initial positions when negotiating the formation of the social alliance. This article contributes to our understanding of the CRM implementation strategies and both the company’s and the NPO’s behaviours toward each of the strategies.

Item Type: Journal Item
Copyright Holders: 2010 Springer
ISSN: 1573-0697
Keywords: cause-related marketing; resource-based view; resource-dependence theory; legitimacy; social alliance; corporate social responsibility
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 51109
Depositing User: Gordon Liu
Date Deposited: 27 Sep 2017 13:08
Last Modified: 07 Dec 2018 10:56
URI: http://oro.open.ac.uk/id/eprint/51109
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