"A Discussion of the Corporate Pursuit of Two Interests in the Way of Cause Related Marketing (CRM): With Reference to Cases of Business Related to Corporate Profitability for the Cause of the Reduction of Fatalities from Breast Cancer"
TAKADA Kazuki
last update: 20151224
A Discussion of the Corporate Pursuit of Two Interests in the Way of Cause Related Marketing (CRM): With Reference to Cases of Business Related to Corporate Profitability for the Cause of the Reduction of Fatalities from Breast Cancer
TAKADA Kazuki
Abstract:
This paper tests the fundamental assumption of Cause Related Marketing (CRM). It discusses the concept of
the corporate pursuit of two interests in the way of CRM, the corporate profitability and contributions to the
cause of the reduction of fatalities from breast cancer. Firstly, the paper categorizes CRM, so as to sketch out
the general features of corporate contributions to the cause, into a fundraising type and a promotion type.
Secondly, it gives the examples of sales linked to fundraising for a cause and promotiona linked to events for
the diffusion of essential knowledge of a cause. Thirdly, it explains the necessary conditions of CRM by giving a
graphic representation in term of the corporate decision-making. The paper concludes that CRM can play a role
in convincing a corporation to regard the contributions to a cause as long-term investment in corporate
profitability. Moreover, the concepts of managerial creed or organizational culture can promote the corporation
to cover costs of the contributions. If corporate profitability in future motivates the corporate to participate in
CRM, we can conclude that the cause is related to the marketing.
Keywords: Cause Related Marketing, Corporate Social Contributions, Breast Cancer, Pink Ribbon, Business Ethics
REV: 20151224