Publications

Publications

Filter Results: (13) Arrow Down

Show Results For

Page 1 of 13 Results
  • 11 Dec 2014
  • News

Defining the field of cause-related marketing

After being diagnosed with breast cancer at age 30, Amy Schiffman Langer (MBA 1977) left a career in investment banking to launch the National Breast Cancer Coalition and changed the way organizations raise awareness about important causes. (Published December 2014) View Details
  • April 2002
  • Background Note

Rise of Cause-Related Marketing, The

Provides an overview of cause-related marketing (CRM), including recent trends. Uses various examples to discuss the potential benefits of CRM as well as potential pitfalls. View Details
Keywords: Marketing
Related
  • winter 1996
  • Article

Cause-Related Marketing: Finding the Ideal Corporate Alliance

By: S. A. Greyser
Keywords: Marketing; Alliances
Related
  • March 2022
  • Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior
Related
  • Research Summary

Marketing and Advertising and Society

By: Stephen A. Greyser
Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details
  • 08 Aug 2013
  • News

Cause Marketing Gets Personal

says. A natural at fundraising and policy-making, Langer excelled at establishing cause-related marketing at NABCO. "I used to think I'd be terrible at marketing, until I realized how different it is to sell... View Details
Keywords: Jill Radsken; Health, Social Assistance; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services
  • January 2004 (Revised February 2005)
  • Case

Timberland and Community Involvement (Abridged Version)

By: James E. Austin and James Quinn
When Jeffrey Swartz became the third generation in his family to lead the Timberland Co., he made community involvement an integral part of the company's strategy. Under Swartz's leadership, Timberland formed a close partnership with City Year, the national corps of... View Details
Keywords: Philanthropy and Charitable Giving; Business and Community Relations; Business and Stakeholder Relations; Corporate Strategy; Manufacturing Industry
Related
  • February 2021
  • Article

How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

By: Ryan W. Buell and Basak Kalkanci
Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details
Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
Related
  • 01 Oct 2001
  • Research & Ideas

Connecting With Nonprofits

and cause-related marketing. This excerpt focuses on the collaborative stages.Collaborations between businesses and nonprofit organizations are becoming more prevalent, important, and complicated. Marketing... View Details
Keywords: by James Austin
  • 01 Oct 2001
  • Research & Ideas

Five Questions for James Austin

For example, the AMA broke off a cause-related marketing agreement with Sunbeam Corporation after its members decided that it was not appropriate to its social mission. This ended up costing the nonprofit... View Details
Keywords: by Carla Tishler
  • 01 Oct 2002
  • News

Amy S. Langer

organization's top spot, she transformed NABCO over the next decade. Under her leadership, NABCO has used an innovative program of corporate partnerships in cause-related marketing campaigns, linking breast... View Details
  • 25 Jan 2000
  • Research & Ideas

Strategic Alliances

The relationship progresses to the second, or transactional, stage when the two organizations begin to regard each other as partners. As Austin writes, they start to "carry out their resource exchanges through specific activities such as View Details
Keywords: by Nancy O. Perry
  • 30 Apr 2001
  • Research & Ideas

Entering the Age of Alliances

positively by Visa cardholders became the basis for a cause-related marketing collaboration in which Visa donates to RIF a percentage of charges during certain periods when the reading program is promoted.... View Details
Keywords: by James Austin