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首页> 外文期刊>Baltic Journal of Management >Mechanisms of power and action for cause-related marketing: Perspectives of enterprise and non-profit organizations
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Mechanisms of power and action for cause-related marketing: Perspectives of enterprise and non-profit organizations

机译：与因果相关的营销的权力和行动机制：企业和非营利组织的观点

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Purpose – This study aims to examine why cause-related marketing (CRM) can develop, and how can the social system and enterprise link with nonprofit organization (NPO) to form a closed path to prompt the maximization for three parties' benefits, in order to provide a general framework to explore the mechanisms of power and action for CRM. Design/methodology/approach – The logic deduction approach was used for an overview and conceptual paper based on research experience. Findings – The paper stresses CRM should be a good marriage between a nonprofit and its sponsorship firm both organizations stand to benefit. Its mechanism of power is the result of the combined effect by the enterprise's push, NPO's pull and social system's supervision, and mechanism of action is under the social system's supervision, enterprise linked with NPO to form a closed path. Research limitations/implications – A major weakness is that the influences of CRM on the enterprise and the NPO are only explained qualitatively, there are short of some data to test the validity of theories above. Further, investigation into this construct in the context of CRM would be helpful in understanding what are the role and the impact of CRM on firm and NPO in this domain. The main implication is that, this study presents an example and direction of how the enterprise, NPO, and social system are able to maximize their economic and social benefits. Originality/value – This study contributes to examine the inter mechanisms of CRM from the perspectives of enterprise and NPO. The findings of this study are useful to and provide managerial implications for administrators of enterprise, NPO and social system aiming to make optimal decisions under the dual driven of institutional rationality and economic rationality.
机译：目的–这项研究旨在研究为什么可以发展因果相关的营销（CRM），以及社会系统和企业如何与非营利组织（NPO）建立联系，从而形成一条封闭的道路，促使三方利益最大化，从而提供一个总体框架，以探索CRM的权力和行动机制。设计/方法/方法–逻辑推导方法用于基于研究经验的概述和概念文件。调查结果–该论文强调CRM应该是非营利组织与其赞助公司之间的良好结合，这两个组织都将从中受益。它的权力机制是企业推动，非营利组织的拉力和社会制度的监督共同作用的结果，而行动机制是在社会制度的监督下，企业与非营利组织联系起来形成封闭的道路。研究的局限性/意义–一个主要的弱点是CRM只能从质量上解释企业和NPO的影响，缺乏一些数据来检验上述理论的有效性。此外，在CRM的背景下对此构架进行调查将有助于理解CRM在该领域中对公司和NPO的作用和影响是什么。主要含义是，该研究提供了一个示例，一个方向，企业，非营利组织和社会系统如何最大程度地发挥其经济和社会利益的方向。原创性/价值–这项研究有助于从企业和NPO的角度检查CRM的相互机制。这项研究的发现对企业，非营利组织和社会系统的管理者有用，并为他们提供管理上的启示，旨在在制度理性和经济理性的双重驱动下做出最优决策。

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