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

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Liu, C.-Y. G. and Ko, W. W., 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.

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DOI: 10.1007/s10551-010-0679-7

Abstract

Cause-related marketing is an effective marketing tool for promoting corporate social responsibility activities and the bulk of campaigns are designed and delivered through collaborative ‘social’ alliances with non-profit organisations. We seek to uncover some of the factors that explain how firms and non-profit organizations 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 UK-based firms and non-profit organisations. We 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. Our paper contributes to our understanding of the CRM implementation strategies and both the company’s and the NPO’s behaviour towards each of the strategies.

Item Type:Article
ISSN:0167-4544
Subjects:Social Sciences > Commerce
Group:Business School > Centre for Research in Management
ID Code:18115
Deposited By:Dr Gordon Liu
Deposited On:09 Jun 2011 15:25
Last Modified:07 Mar 2013 15:46

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