Cause related marketing-commercialism or altruism: Finding the balance?

The objective of this paper is to describe a framework of questions that may provide guidance as to whether a company (i.e., a for-profit organisation) should engage in Cause Related Marketing (CRM) or not. CRM is an  intriguing concept in which one finds a cause and intertwines one’s  marketing push to sell both the cause and one’s products. The reality is that some companies do focus solely on the profit returns from socially responsible ventures and others do not, therefore, a framework of questions are provided that may guide companies as to whether to pursue a CRM-relationship with a non-profit organisation (i.e., the cause).