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A model of cause-related marketing for profit-driven and non-profit organizations

Svensson, Goran and Wood, Greg 2011, A model of cause-related marketing for profit-driven and non-profit organizations, European business review, vol. 23, no. 2, pp. 203-214.

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Title A model of cause-related marketing for profit-driven and non-profit organizations
Author(s) Svensson, Goran
Wood, Greg
Journal name European business review
Volume number 23
Issue number 2
Start page 203
End page 214
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2011
ISSN 0955-534X
1758-7107
Keyword(s) Cause marketing
Partnership
Non-profit organizations
Organizations
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150399 Business and Management not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30035249

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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.