Sustainable, Socially Responsible Business: the Cause – Related Marketing Case. A Review of the Conceptual Framework
Volume 2, Issue 4 (2013), pp. 35–46
M. Mercedes Galan – Ladero Clementina Galera – Casquet Victor Valero – Amaro M. Jesus Barroso – Mendez
Pub. online: 28 June 2013 Type: Article Open Access
28 June 2013
28 June 2013
Issues of sustainable development and socially responsible business currently have been discussed a lot. Nevertheless there are no many evidences about causal relationships between social responsibility and profit. But it appears that companies begin to have strong stimuli to pursue social responsibility as a driver of value added in monetary terms. In this context, cause - related marketing obtains higher importance and can be employed for directing activities of profit seeking companies towards socially responsible activity. The presented paper is devoted to analyze Cause-Related Marketing (CRM). Numerous authors have tried to define Cause-Related Marketing concept to realize its field and to differentiate it from others terms. However, there is still no general agreement about the definition, content and scope of CRM, especially in countries such as Spain, where there is a higher conceptual confusion accentuated by translation errors. In this sense, the main objective of this paper is to review and complete the conceptual framework where the theoretical development of CRM is based.