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An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

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Abstract

Cause-related marketing (CRM) is an effective marketing tool for promoting corporate social responsibility (CSR) activities and the bulk of campaigns are designed and delivered through collaborative ‘social’ alliances with non-profit organisations (NPOs). The authors seek to uncover some of the factors that explain how firms and NPOs choose their potential partners in the development of their CRM strategy. The rationales for the observed patterns are investigated through semi-structured interviews conducted with managers employed by the UK-based firms and NPOs. The authors find that each party has specific preferences when choosing the particular CRM implementation strategies in different situations, as well as different initial positions when negotiating the formation of the social alliance. This article contributes to our understanding of the CRM implementation strategies and both the company’s and the NPO’s behaviours toward each of the strategies.

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Abbreviations

CRM:

Cause related marketing

NPO(s):

Nonprofit organisation(s)

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Authors and Affiliations

  1. The Business School, Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset, BH12 5BB, U.K.

    Gordon Liu

  2. School of Management, Royal Holloway, University of London, Egham Hill, Egham, Surrey, TW20 0EX, U.K.

    Wai-Wai Ko

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  1. Gordon Liu
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  2. Wai-Wai Ko
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Correspondence to Gordon Liu.

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Liu, G., Ko, WW. An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives. J Bus Ethics 100, 253–281 (2011). https://doi.org/10.1007/s10551-010-0679-7

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