Research on Mechanisms of Power and Action for Cause-Related Marketing: Perspectives of Enterprise and Non-Profit Organization
cause-related marketing (CRM) is a strategic model that links a company, brand or product to a non-profit organization(NPO) for a mutually beneficial purpose. Under the dual driven of institutional rationality and economical rationality, CRM has been used by more and more enterprises and NPOs. On the basis of summarizing existing related literature, this paper explores the mechanisms of power and action for CRM from the perspectives of enterprise, NPO and social system, and the authors consider mechanism of power is the result of the combined effect by the enterprises push, NPOs pull and social systems supervision, and its mechanism of action is under the social systems supervision, enterprise is linked to NPO to form a closed loop, which prompts the maximization for three parties benefits.
cause-related marketing mechanism of power mechanisms of action non-profit organization social responsibility
Du Lanying Hou Jundong Huang Yupeng
Management School, HuaZhong University of Science and Technology Wuhan P.R.China, 430074
国际会议
第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)
武汉
英文
908-913
2007-08-03（万方平台首次上网日期，不代表论文的发表时间）