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A model of cause-related marketing for 'profit-driven' and 'non-profit' organizations

机译：“以利益为导向”和“非盈利”组织与因果相关的营销模型

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摘要

Purpose - The purpose of this paper is to describe a model of cause-related marketing (CRM) for both profit-driven (PD) and non-profit (NP) organizations. Design/methodology/approach - The model consists of two parallel internal and external organizational processes - one representing the process of a NP organization and the other a PD organization. They are interlinked as the outcome of a CRM-partnership is dependent upon their mutual efforts. Findings - The authors argue that it is essential to remember that a CRM-partnership is a challenge and risk for both the PD and NP organizations that may harm their reputation and position in the marketplace and/or society. CRM has benefits as well as downsides that should not be underestimated nor neglected. Research limitations/implications - Will the involvement of the PD or NP organizations in the resultant partnership be perceived as commercialism, altruism or a combination of both, in the marketplace and society? A focus on both processes opens up opportunities for further research. Practical implications - A contribution is that the CRM-model may be used as a guide for both PD and NP organizations in order to reveal whether a CRM-partnership is appropriate for them with a potential partner or not. It may also indicate whether the motives are based upon commercial reasons or altruistic reasons or a combination of both. Originality/value - The model enables these organizations to think through the process prior to engaging in CRM.
机译：目的-本文的目的是为利润驱动（PD）组织和非利润（NP）组织描述因果相关营销（CRM）模型。设计/方法/方法-该模型由两个并行的内部和外部组织过程组成-一个代表NP组织的过程，另一个代表PD组织的过程。它们是相互联系的，因为CRM伙伴关系的结果取决于他们的共同努力。调查结果-作者认为，必须记住CRM伙伴关系对PD和NP组织都构成挑战和风险，这可能损害其在市场和/或社会中的声誉和地位。 CRM既有优点也有缺点，因此不应低估或忽视。研究的局限性/含义-PD或NP组织参与由此产生的伙伴关系是否会被视为市场和社会上的商业主义，利他主义或两者的结合？对这两个过程的关注为进一步的研究提供了机会。实际意义-一个贡献是CRM模型可以用作PD和NP组织的指南，以揭示CRM伙伴关系是否适合潜在合作伙伴。它也可能表明动机是基于商业原因还是利他因素或两者的结合。原创性/价值-该模型使这些组织可以在参与CRM之前仔细考虑整个过程。

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