Skip to main content
SpringerLink
Log in

Choosing CRM

  • Chapter
  • First Online:
Cause-Related Marketing

Part of the book series: Classroom Companion: Business ((CCB))

  • 1507 Accesses

Abstract

Small and medium-sized enterprises (SMEs) considering implementing a cause-related marketing (CRM) program have a decision environment quite different from that of larger organizations. This case focuses on this decision for an entrepreneurial agribusiness in New Zealand, exploring alternative ways to support both social causes and business goals.

By directly and positively affecting consumer health, the environment, and animal welfare through their corporate social responsibility (CSR) practices, the SME examined is setting a foundation for future CRM efforts. The case outlines the reasons why a CRM program was determined to be inappropriate for the company at this point in their development and offers key considerations for managers facing the same decision.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 79.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 99.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 129.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Becker-Olsen, K., Cudmore, B., & Hill, R. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59(1), 46–53.

    Article  Google Scholar 

  • Dahl, S. (2014). The rise of pride marketing and the curse of ‘pink washing’. The Conversation. Retrieved from http://theconversation.com

  • Eikenberry, A. (2009). The hidden costs of cause marketing. Stanford Social Innovation Review. Summer, 49–55. Retrieved from https://ssir.org

  • File, K., & Prince, R. (1998). Cause related marketing and corporate philanthropy in the privately held enterprise. Journal of Business Ethics, 17(14), 1529–1539.

    Article  Google Scholar 

  • Goldsmith, R., & Yimin, Z. (2014). The influences of brand-consumer and cause-congruence on consumer responses to cause related marketing. Journal of Applied Marketing Theory, 5(2), 74–95.

    Article  Google Scholar 

  • Grau, S., & Garretson Folse, J. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less involved consumer. Journal of Advertising, 36(4), 19–33.

    Article  Google Scholar 

  • Gupta, J., Barzotto, M., & Khorasgani, A. (2018). Does size matter in predicting SME failure? International Journal Financial Economics, 23, 571–605.

    Article  Google Scholar 

  • Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314–326.

    Article  Google Scholar 

  • Hoek, J., & Gendall, P. (2008). An analysis of consumers’ responses to cause related marketing. Journal of Nonprofit & Public Sector Marketing, 20(2), 283–297.

    Article  Google Scholar 

  • Kuo, J., & Rice, D. (2015). The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology, 25(1), 78–88.

    Article  Google Scholar 

  • Liu, G. (2013). Impacts of instrumental versus relational centered logic on cause-related marketing decision making. Journal of Business Ethics, 113(2), 243–263.

    Article  Google Scholar 

  • Liu, G., & Ko, W. (2011). An analysis of cause-related marketing implementation strategies through social alliance: Partnership conditions and strategic objectives. Journal of Business Ethics, 100(2), 253–281.

    Article  Google Scholar 

  • MBIE. (2016). Small and medium businesses in New Zealand: Report of the Small Business Development Group. Retrieved from https://www.mbie.govt.nz

  • New Zealand Farm Environment Trust. (2011). Award-Winning Wairarapa farm heads down right track. Retrieved from https://www.nzfeatrust.org.nz

  • Periam, S. (2019). Opinion: Looking to generation Z for the future of food. New Zealand AgriFood, Retrieved from https://www.newshub.co.nz

  • Piddock, G. (2018, June 13). Farmers told to take heed of negative views about farming. Stuff, Retrieved from https://www.stuff.co.nz

  • Project Periscope. (2018). The size of the charity sector in New Zealand. Retrieved from https://periscope.net.nz

  • Ravenwood, C. (n.d.). http://fernglenfarm.co.nz

  • Sheikh, S., & Beise-Zee, R. (2011). Corporate social responsibility or cause-related marketing? The role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27–39.

    Article  Google Scholar 

  • Stats, N. Z. (2019). Gross domestic product (GDP). Retrieved from https://www.stats.govt.nz/indicators/gross-domestic-product-gdp

  • Sulik, G. (2011). Pink ribbon blues: How breast cancer culture undermines women’s health. New York: Oxford University Press.

    Google Scholar 

  • Varadarajan, P., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. The Journal of Marketing, 52, 58–74.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Lincoln University, Lincoln, New Zealand

    Valerie Manna

Authors
  1. Valerie Manna
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Valerie Manna .

Editor information

Editors and Affiliations

  1. Departamento de Dirección de Empresas y Sociología, University of Extremadura, Badajoz, Badajoz, Spain

    M. Mercedes Galan-Ladero  & Clementina Galera-Casquet  & 

  2. Departamento de Gestão e Economia, University of Beira Interior, Covilhã, Portugal

    Helena M. Alves

Rights and permissions

Reprints and permissions

Copyright information

© 2021 Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Manna, V. (2021). Choosing CRM. In: Galan-Ladero, M.M., Galera-Casquet, C., Alves, H.M. (eds) Cause-Related Marketing. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-65455-9_25

Download citation

Publish with us

Policies and ethics

Search

Navigation