Can the overcommercialization of cause-related marketing harm society? Polonsky, Michael and Wood, Greg 2001, Can the overcommercialization of cause-related marketing harm society?, Journal of macromarketing, vol. 21, no. 1, pp. 8-22, doi: 10.1177/0276146701211002. Attached Files Name Description MIMEType Size Downloads Title Can the overcommercialization of cause-related marketing harm society? Author(s) Polonsky, Michael orcid.org/0000-0003-2395-1311 Wood, Greg Journal name Journal of macromarketing Volume number 21 Issue number 1 Start page 8 End page 22 Publisher Sage Publications Inc. Place of publication Thousand Oaks, Calif. Publication date 2001-06 ISSN 0276-1467 1552-6534 Summary The role of social responsibility within business has been debated for decades. It appears that there is a growing understanding that doing the right thing for society can not only be good for business but is also a responsibility of the modern corporation. Causes, corporations, and society have benefited from corporate involvement with social issues. However, it also appears that in some cases, there may be potential pitfalls associated with merging social and corporate objectives. The "overcommercialization" of some activities designed to benefit society may in fact harm those that these activities are trying to help. This article examines potential pitfalls associated with cause-related marketing and provides recommendations for reducing the potential negative consequences Language eng DOI 10.1177/0276146701211002 Field of Research 150599 Marketing not elsewhere classified HERDC Research category C1 Refereed article in a scholarly journal Copyright notice ©2001, Sage Publications Persistent URL http://hdl.handle.net/10536/DRO/DU:30008381 Document type: Journal Article Collections: School of Management and Marketing Higher Education Research Group Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 30 Jan 2009, 09:16:24 EST Wed, 22 Apr 2009, 11:48:56 EST Fri, 24 Jul 2009, 14:26:42 EST Wed, 14 Apr 2010, 18:35:49 EST Mon, 16 Jun 2014, 09:11:43 EST Wed, 02 Jul 2014, 14:42:02 EST Sat, 17 Jun 2017, 02:59:50 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 81 times in Scopus Search Google Scholar Access Statistics: 815 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Mon, 13 Oct 2008, 15:30:29 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.