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A Model of Cause Related Marketing for ‘Profit-Driven’ and ‘Non-Profit’ Organizations
Oslo School of Management, Oslo, Norway.
Bowater School of Management and Marketing, Deakin University, Warrnambool, Australia.
2011 (English)In: European Business Review, ISSN 0955-534X, Vol. 23, no 2, 203-214 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to describe a model of cause-related marketing (CRM) for both profit-driven (PD) and non-profit (NP) organizations. Design/methodology/approach:The model consists of two parallel internal and external organizational processes - one representing the process of a NP organization and the other a PD organization. They are interlinked as the outcome of a CRM-partnership is dependent upon their mutual efforts.

Findings: The authors argue that it is essential to remember that a CRM-partnership is a challenge and risk for both the PD and NP organizations that may harm their reputation and position in the marketplace and/or society. CRM has benefits as well as downsides that should not be underestimated nor neglected.

Research limitations/implications: Will the involvement of the PD or NP organizations in the resultant partnership be perceived as commercialism, altruism or a combination of both, in the marketplace and society? A focus on both processes opens up opportunities for further research.

Practical implications: A contribution is that the CRM-model may be used as a guide for both PD and NP organizations in order to reveal whether a CRM-partnership is appropriate for them with a potential partner or not. It may also indicate whether the motives are based upon commercial reasons or altruistic reasons or a combination of both.

Originality/value: The model enables these organizations to think through the process prior to engaging in CRM. © Emerald Group Publishing Limited.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2011. Vol. 23, no 2, 203-214 p.
Keyword [en]
Cause marketing, Partnership, Non-profit organizations, Organizations
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26958DOI: 10.1108/09555341111111219Scopus ID: 2-s2.0-79952813818OAI: oai:DiVA.org:hh-26958DiVA: diva2:760483
Available from: 2014-11-04 Created: 2014-11-04 Last updated: 2015-02-10Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
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  • nn-NB
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More languages
Output format
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