Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making

The purpose of cause-related marketing is to capitalise on a firm’s social engagement initiatives to achieve a positive return on a firm’s social investment. This article discusses two strategic perspectives of cause related marketing and their impact on a firm’s decision-making regarding campaign development. The instrumental dominant logic of cause-related marketing focuses on attracting customers’ attention in order to generate sales. The relational dominant logic of cause-related marketing focuses on building relationships with the target stakeholders through the enhancement of a firm’s legitimacy. The combination of these two types of logic gives rise to four types of cause-related marketing: altruistic, commercial, social and integrative. This paper uses the qualitative method to explore a firm’s marketing decision choices regarding campaign-related decision dimensions — campaign duration, geographical scope, cause selection, and implementation strategy — for each type of cause-related marketing. The finding provides theoretical, managerial and public policy implications

Employee Involvement in Implementing CSR in Cross Sector Social Partnerships

Cross sector social partnerships are often portrayed as mechanisms of democratic participation of all involved parties. Hence the role of accountability is prominent in safeguarding that the voices of the internal and external stakeholders are being heard. In a nonprofit-business partnership the role of the nonprofit organization (NPO) is important in safeguarding social standards and high-quality program implementation. The paper presents empirical findings from an in-depth partnership case study between a mining company and an environmental NPO. The analysis identifies the missed opportunities of employee involvement at the nonprofit partner under the three stages of partnership implementation: selection, design and institutionalization. The paper offers recommendations for strengthening the internal accountability mechanisms in order to safeguard corporations' CSR investment and the accountability of NPOs

Do empirical studies address the objectives of the nutrition labeling and education act: a review and synthesis relevant for marketing academicians

NLEA, Nutrition, Labeling,