A model of cause-related marketing for profit-driven and non-profit organizations
Data(s) |
01/01/2011
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Resumo |
<b>Purpose –</b> 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.<br /><b>Design/methodology/approach –</b> 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.<br /><b>Findings –</b> 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.<br />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.<br /><b>Practical implications –</b> 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.<br /><b>Originality/value –</b> The model enables these organizations to think through the process prior to engaging in CRM.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Emerald Group Publishing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30035249/wood-amodelof-2011.pdf http://dro.deakin.edu.au/eserv/DU:30035249/wood-amodelof-evidence-2011.pdf http://dro.deakin.edu.au/eserv/DU:30035249/wood-modelofcause-post-2011.pdf http://dx.doi.org/10.1108/09555341111111219 |
Direitos |
2011, Emerald Group Publishing |
Palavras-Chave | #Cause marketing #Partnership #Non-profit organizations #Organizations |
Tipo |
Journal Article |