RT Article
T1 Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries
JF Journal of business ethics
VO 92
IS 2
SP 195
OP 210
A1 Liu, Gordon
A1 Liston-Heyes, Catherine
A1 Ko, Wai-Wai
LA English
PB Springer Science + Business Media B. V
YR 2010
UL https://www.ixtheo.de/Record/1785637983
AB The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm’s corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm’s internal stakeholders – i.e. its employees – and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about the extent to which managers and their social partners listen to and involve their employees in the legitimation process. Through telephone interviews with non-profit organisations and senior managers of service sector firms, the extent of employee involvement in CRM campaigns and the perceived benefits of doing so are investigated.␣Amongst other things, we find that (i) the extent of employee participation varies significantly across firms; (ii) larger CRM campaigns tend to be managed centrally with relatively less employee participation than smaller ones and (iii) financial services firms are more likely to make CRM decisions centrally, with relatively less employee participation than retail services firms.
K1 Employee participation
K1 Stakeholder engagement
K1 Social alliance
K1 organisa- tional legitimacy
K1 Corporate Social Responsibility
K1 Human Resource Management
K1 Cause-related marketing
DO 10.1007/s10551-009-0148-3