Embed Size (px)
Citation preview
Classroom Companion: Business
The Classroom Companion series in Business features foundational and introductory books aimed at students to learn the core concepts, fundamental methods, theories and tools of the subject. The books offer a firm foundation for students preparing to move towards advanced learning. Each book follows a clear didactic structure and presents easy adoption opportunities for lecturers.More information about this series at http://www. springer. com/series/16374
M. Mercedes Galan-Ladero Clementina Galera-Casquet • Helena M. AlvesEditors
Cause-Related MarketingCase Studies From a Global Perspective
EditorsM. Mercedes Galan-LaderoDepartamento de Dirección de Empresas y SociologíaUniversity of ExtremaduraBadajoz, Badajoz, Spain
Helena M. AlvesDepartamento de Gestão e EconomiaUniversity of Beira InteriorCovilhã, Portugal
Clementina Galera-CasquetDepartamento de Dirección de Empresas y SociologíaUniversity of ExtremaduraBadajoz, Badajoz, Spain
ISSN 2662-2866 ISSN 2662-2874 (electronic)Classroom Companion: BusinessISBN 978-3-030-65454-2 ISBN 978-3-030-65455-9 (eBook)https://doi.org/10.1007/978-3-030-65455-9
© Springer Nature Switzerland AG 2021This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recita-tion, broadcasting, reproduction on microfilms or in any other physical way, and transmission or infor-mation storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.The use of general descriptive names, registered names, trademarks, service marks, etc. in this publica-tion does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
This Springer imprint is published by the registered company Springer Nature Switzerland AGThe registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
V
To all the people and organizations who work to make a better world, to help other people to improve their living conditions.
About this Book
Collaborations and alliances among different types of organizations (public and private organizations, profit and nonprofit organizations) are very common nowa-days. In this book, we are going to focus on one of these types, which is called “cause-related marketing” (CRM). CRM refers to an agreement between a com-pany and a nonprofit organization to collaborate in a social cause, and where the donation depends on sales (i.e., it depends on consumer behavior).
Thereby, all types of causes can be found: fight against different diseases (can-cer, tetanus, etc.), fight against hunger and poverty, fight against destruction of the environment and global warming (fighting against desertification and deforesta-tion), educational issues (fight against illiteracy), and social issues (encouragement of full inclusion of disabled people in the labor market and in the society, fight against child labor, fight against gender violence).
CRM has become one of the main corporate social responsibility (CSR) initia-tives, and its importance is currently unquestionable. Since 1983, when the first campaign called in that way was developed by American Express in the USA, CRM has evolved and has grown in popularity, and CRM examples can be found around the world.
In this book, there is an introductory theoretical chapter, where some definitions and core concepts are considered, and types of CRM are analyzed. The other chapters of this book are practical cases related to CRM campaigns.
Thus, the aims of this book are: 1. To summarize the theoretical background about cause-related marketing. 2. To describe several cases about various CRM campaigns developed in different
sectors (with diverse products and varied causes), in different countries, and by different organizations. There are also some cases that show fictitious situations or explain why CRM initiatives were discarded.
Consequently, this book includes CRM campaigns developed: 5 By public, nonprofit, and/or profit organizations 5 In countries such as (by alphabetical order) Argentina, Canada, Colombia,
Cuba, Germany, Guatemala, Mexico, New Zealand, Pakistan, Portugal, Roma-nia, Slovakia, Spain, Tanzania, Uruguay, and the USA, or in several countries simultaneously (internationally)
5 On causes such as fight against diseases (such as cancer), hunger and poverty, as well as domestic and gender violence; rehabilitation and inclusion of chil-dren and teenagers with disability; environment protection, forest regeneration, animal welfare, saving natural resources, and sustainable lighting; education; offering basic services such as electricity or drinking water; and sustainable uni-versities
VII
Therefore, this book has been structured as follows: 5 A theoretical initial chapter, to introduce the CRM concepts. 5 Twenty-four brief case studies, but sufficiently complete so that readers can
understand the initial starting situations and see how the CRM campaigns were developed. These cases have been grouped into four parts, according to the type of cause adopted: (1) environmental causes, (2) social causes, (3) health causes, and (4) considerations and decisions by firms.
A separate teaching note will be available for this book. This part contains answers and orientations to solve the discussion questions in the cases.
This book focuses on contributing to CRM literature from an international practical perspective. Our objective is to offer a useful book for undergraduate and graduate students in marketing and/or CSR courses, or in specific seminars about CRM, and for marketers, researchers, professionals, practitioners, or volunteers that need examples of CRM campaigns developed around the world to improve their ability to design and implement CRM programs and strategies in their orga-nizations.
As editors, we would like to especially thank the work of all the authors, who have made this book possible with their cases. Their availability and collaboration in these difficult months of lockdown in practically all countries due to the global COVID-19 pandemic have been key to successfully completing this project.
Finally, we would also like to thank the International Association of Public and Non-Profit Marketing (AIMPN - IAPNM), its members and participants in its conferences, for the support they have given us, collaborating as authors in many of the cases and/or helping to spread the call for chapters of this book.
We hope this book is useful and enjoyable for readers and helps to highlight the importance of CRM around the world. And we also hope it encourages to research more and work in this field, to spread the benefits that CRM can provide.
Badajoz, Spain M. Mercedes Galan-Ladero Clementina Galera-Casquet
Covilha, Portugal Helena M. Alves
About this Book
IX
Contents
1 Theoretical Background: Introduction to Cause-Related Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
M. Mercedes Galan-Ladero, Clementina Galera-Casquet, and Helena M. Alves
1.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1.2 Definition and Main Characteristics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.3 Types of Cause-Related Marketing Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.4 Advantages and Disadvantages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.5 Key Aspects in Cause-Related Marketing Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.6 Implementation of a Cause-Related Marketing Program . . . . . . . . . . . . . . . . . . . . . . . 9 1.7 Ethical Considerations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 1.8 Broadening Cause-Related Marketing?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 1.9 Questions and Answers/Quiz/Review Questions/Discussion Questions . . . . . . . . . 14
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
I Environmental Causes
2 Green Cause- Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability . . . . . . . . . . . . 19
Reynaldo G. Rivera
2.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 2.2.1 CRM and Innovation for Green Businesses in Developing Countries . . . . . . . . . . . . . . . 22 2.2.2 Methodology: Analyzing Qualia-ReforestArg’s CRM Strategy . . . . . . . . . . . . . . . . . . . . . . 23 2.2.3 CRM Design and Implementation Model for Green Businesses . . . . . . . . . . . . . . . . . . . . 24 2.2.4 CRM Design and Consumers’ Preference Toward Products Made with
Recycled Plastics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
3 Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Enrique Bianchi, Carolina Sanchez, and Juan Manuel Bruno
3.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 3.1.1 Climatic Change and the Contribution of Native Forests . . . . . . . . . . . . . . . . . . . . . . . . . . 33 3.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 3.2.1 The Main Partnership: Banco de Bosques y Villavicencio. . . . . . . . . . . . . . . . . . . . . . . . . . . 34 3.2.2 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3.2.3 Results of the First Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
X
4 The Triodos Bank Pension Plan: A Case of Solidarity- Based Investment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Antonio Chamorro-Mera and M. Manuela Palacios-González
4.1 Introduction: The Power of Money . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 4.2 Triodos Bank: A Benchmark of Ethical and Solidarity-Based Banking. . . . . . . . . . . . 48 4.3 The Triodos Foundation’s Donation System. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 4.4 Triodos Bank’s Solidarity-Based Pension Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
5 WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability . . . . . . . . . . . . . . . . . 55
Sergio Belda-Miquel, M. Eugenia Ruiz- Molina, and Irene Gil-Saura
5.1 Introduction: Global Sustainability Challenges, Agenda 2030, and the Role of CRM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
5.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 5.2.1 WWF, WWF Spain, and Marketing Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 5.2.2 WWF Spain and CRM Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 5.2.3 Impact of CRM Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 5.2.4 Key Drivers of Impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 5.2.5 Critical Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
II Social Causes (I): Covering Basic Needs
6 “Lighting Up Lives”: A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan. . . . . . . . . . . . . . . 71
Hina Y. Bhatti, M. Mercedes Galan-Ladero, and Clementina Galera-Casquet
6.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 6.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 6.2.1 Pepsi Company Pakistan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 6.2.2 Active Citizen Engagement (ACE) Welfare Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 6.2.3 “Lighting Up Lives” Campaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
7 Value Co-creation in Cause-Related Marketing: The Case of “El Turrón Solidario” (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Yolanda Díaz-Perdomo, Luis Ignacio Álvarez- González, and M. José Sanzo- Pérez
7.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 7.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 7.2.1 Strategic Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 7.2.2 “Product” Variable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 7.2.3 “Price” Variable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
Contents
7.2.4 “Place” Variable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 7.2.5 “Promotion” Variable. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 7.2.6 Campaign Outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
8 Application of Cause-Related Marketing in the Fight Against Hunger: Case “Good Restaurants”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Azucena Penelas-Leguía, José María López-Sanz, Pablo Gutiérrez- Rodríguez, and Pedro Cuesta-Valiño
8.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104 8.2 The NPO “Action Against Hunger”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 8.3 Case Development: Restaurants Against Hunger, Good Restaurants . . . . . . . . . . . . 107 8.4 Initiative Development “Good Restaurants”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 8.5 Restaurants Against Hunger in the World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
9 Project “Soup of Aid” as a Cause- Related Marketing Campaign . . . . . . 117
Katarína Vitálišová, Kamila Borseková, Anna Vaňová, and Darina Rojíková
9.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 9.2 Case Development: Cause-Related Marketing Campaign of the Restaurant
Rak Based on the Participatory Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 9.2.1 Soup of Aid. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
10 The Importance of Target Group- Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua. . . . . 127
Answin Vilmar
10.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129 10.1.1 Drinking Water: For Various Reasons, a Hard-Fought Commodity . . . . . . . . . . . . . . . . . . 129 10.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130 10.2.1 Viva con Agua: A German Mineral Water That Supports Water Projects Worldwide . . . 130 10.2.2 Hip Brand Strategy for Hip Target Groups: Implemented in Off- and Online CRM
Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132 10.2.3 An Organization That Does Not Stand Still: Further Product Diversification
and Brand Stretching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
11 TOMS: “We Are in Business to Improve Lives” . . . . . . . . . . . . . . . . . . . . . . . . . . 139
M. Victoria Carrillo-Duran and Ana Castillo- Diaz
11.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 11.1.1 The “Buy One Give One” Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 11.2 Case Development: Evolution of the Model in the TOMS Firm . . . . . . . . . . . . . . . . . . 142 11.2.1 Stages of the “Buy One Give One” Model. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
XIContents
XII
11.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147Annex 1 Impact Grant Partners (2018) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
III Social Causes (II): Education
12 Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Answin Vilmar
12.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156 12.1.1 Give and Take: Coffee from Tanzania, Educational Support for Tanzania . . . . . . . . . . . . 156 12.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 12.2.1 Cause-Related Marketing for Better Education and Training Prospects in
Tanzania . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
13 “Buy a Pen, Donate a Pen”: A Case Study About the Power of Congruence and Simplicity in Online Cause- Related Marketing . . . . . . 167
Daniel Belanche
13.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169 13.2 Case Development: “Buy a Pen, Donate a Pen” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170 13.3 CRM and BIC’s Corporate Social Responsibility. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171 13.4 Brand-Cause Congruence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 13.5 Slogan Simplicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 13.6 Big Allies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174 13.7 Helping Children from the Customer Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174 13.8 Increasing Control by Focusing Exclusively on the Online Selling Channel . . . . . . 175
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
14 Bank Positioning and Cause- Related Marketing: The Case of Contactmore by ING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Belén Ruiz and Juan A. García
14.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180 14.2 Case Development: Contactmore Campaign by ING . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182 14.2.1 Microsite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 14.2.2 Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184 14.2.3 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184 14.2.4 Blog and Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185 14.2.5 Permission Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
Contents
XIII
15 Cause-Related Marketing in Retail e-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Colombia) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
Aníbal E. Toscano-Hernandez, Luis I. Alvarez-Gonzalez, and M. Jose Sanzo-Perez
15.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 15.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192 15.2.1 Building the Future in Amazon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192 15.2.2 Sustainability and Cause-Related Marketing (CRM) in Amazon . . . . . . . . . . . . . . . . . . . . 193 15.2.3 Cause-Related Marketing (CRM) and University Sustainability . . . . . . . . . . . . . . . . . . . . . 194 15.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
16 Cause-Related Marketing in Luxury Brands: The Case of Josefinas . . . 201
Diana Pereira, Beatriz Casais, Marisa R. Ferreira, and João F. Proença
16.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 16.1.1 Cause-Related Marketing in Luxury Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 16.1.2 Woman Empowerment Against Domestic Violence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202 16.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203 16.2.1 “Fashion Against Domestic Violence”: Cause-Related Marketing . . . . . . . . . . . . . . . . . . . 204 16.2.2 Communication and Results of Josefinas CRM Campaign . . . . . . . . . . . . . . . . . . . . . . . . . 207
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208
17 Disseminating Pet-Friendly Trends in Partnership: The Initiative ‘Marketing Con Causa’ in Mexico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
Luis Manuel Cerda-Suarez and Jesús Alberto Valero-Matas
17.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212 17.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 17.2.1 Pet-Friendly Trends Influencing Adoptions and Donations . . . . . . . . . . . . . . . . . . . . . . . . 213 17.2.2 What Is the Initiative ‘Marketing con Causa’ in Mexico? A Case Study. . . . . . . . . . . . . . . 214
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
IV Health Causes
18 Cause-Related Marketing (CRM) of Ausonia’s Campaigns . . . . . . . . . . . . . 223
Estela Núñez-Barriopedro, Cristina Blanco González-Tejero, and Laura Flores-Lario
18.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224 18.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225 18.3 Campaign Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 230
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 232
Contents
XIV
19 The Role of Cause- Related Marketing in the Case of Breast Cancer in Romania . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
Ani Matei, Corina-Georgiana Antonovici, and Carmen Săvulescu
19.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236 19.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237 19.2.1 Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237 19.2.2 Avon Cosmetics Romania: The “Campaign of Promises” . . . . . . . . . . . . . . . . . . . . . . . . . . . 238 19.2.3 The Main Results of the Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
20 Digital Communication as a Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
Bruno B. Sousa and Daniela B. Soares
20.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248 20.2 Case Development: Lactogal Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249 20.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
21 All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
M. Soledad Janita-Muñoz and M. Manuela Palacios-González
21.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256 21.2 The Case of the Estée Lauder Companies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258 21.2.1 The Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258 21.2.2 Estée Lauder and Corporate Social Responsibility (CSR) . . . . . . . . . . . . . . . . . . . . . . . . . . . 259 21.2.3 A Cause-Related Marketing (CRM) Campaign: The Breast Cancer Campaign. . . . . . . . 259
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
22 Analysis of the CRM Campaigns on Facebook: The Case of Menudos Corazones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 267
Araceli Galiano-Coronil
22.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268 22.2 Case Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269 22.2.1 Menudos Corazones Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269 22.2.2 Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 270 22.2.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
Contents
XV
V Considerations and Decisions for Firms
23 Organizational Conflicts in CRM Planning and Implementation: City Hotel’s Towel Reuse Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Walter Wymer
23.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286 23.2 Development of the Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287 23.2.1 List of Characters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288 23.2.2 The Meeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
24 Santos Motors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 293
Walter Wymer
24.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294 24.2 Development of the Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295 24.2.1 Business Goals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295 24.2.2 Support Single or Multiple Charities?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296 24.2.3 Selection of Community Organization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296 24.2.4 Duration of the CRM Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296 24.2.5 CRM Campaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297 24.2.6 Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299
25 Choosing CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 301
Valerie Manna
25.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 302 25.2 CRM: Why Not?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303 25.3 Case Development: Fernglen Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305 25.3.1 So How Does One Decide? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308
VI Teaching Notes for This Textbook
26 Teaching Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
M. Mercedes Galan-Ladero, Clementina Galera-Casquet, and Helena M. Alves
26.1 Chapter 1: Theoretical Background: Introduction to Cause-Related Marketing . . 322 26.1.1 Questions and Answers/Quiz/Review Questions/Discussion Questions . . . . . . . . . . . . 322 26.1.2 Additional Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324 26.2 Chapter 2: Green Cause-Related Marketing for Social Innovation: Helping
People to Reimagine Plastic Recycling and Sustainability . . . . . . . . . . . . . . . . . . . . . . 324 26.2.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324 26.2.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325
Contents
XVI
26.2.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325 26.2.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 326 26.3 Chapter 3: Villavicencio-Banco de Bosques: “Leave Your Mark, A Reserve for
More Reserves.” Marketing Campaign to Recover Forests from Argentine Chaco 329 26.3.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329 26.3.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329 26.3.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 330 26.3.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 330 26.4 Chapter 4: The Triodos Bank Pension Plan: A Case of Solidarity-Based
Investment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337 26.4.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337 26.4.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338 26.4.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338 26.4.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339 26.5 Chapter 5: WWF Spain: Illustrating Factors at Play, Impacts,
and Tensions in Cause-Related Marketing for Global Sustainability . . . . . . . . . . . . . 341 26.5.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 341 26.5.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 342 26.5.3 Time Frame . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 342 26.5.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343 26.6 Chapter 6: “Lighting Up Lives”: A Cause-Related Marketing Case to Solve
Energy Poverty and Improve Quality of Life in Pakistan . . . . . . . . . . . . . . . . . . . . . . . . 346 26.6.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 346 26.6.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347 26.6.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347 26.6.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 348 26.7 Chapter 7: Value Co-creation in Cause-Related Marketing: The Case of
“El Turrón Solidario” (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349
26.7.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349 26.7.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350 26.7.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350 26.7.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 351 26.8 Chapter 8: Application of the Cause-Related Marketing in the Fight
Against Hunger: “Good Restaurants” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355 26.8.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355 26.8.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 355 26.8.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 356 26.8.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 357 26.8.5 Postscript . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360 26.9 Chapter 9: Project “Soup of Aid” as a Cause-Related Marketing Campaign . . . . . . 361 26.9.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 361 26.9.2 Potential Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362 26.9.3 Time Frame for Class Discussions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362 26.9.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362
Contents
XVII
26.10 Chapter 10: The Importance of Target Group-Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua . . . . . . . . . . . . 363
26.10.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 363 26.10.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 364 26.10.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 364 26.10.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 365 26.10.5 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 366 26.11 Chapter 11: TOMS: “We Are in Business to Improve Lives” . . . . . . . . . . . . . . . . . . . . . . 368 26.11.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 368 26.11.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 368 26.11.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369 26.11.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369 26.12 Chapter 12: Cause-Related Marketing Applied to Support Education in
Tanzania: The Case of Tchibo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375 26.12.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375 26.12.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375 26.12.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 376 26.12.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 376 26.12.5 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 377 26.13 Chapter 13: “Buy a Pen, Donate a Pen”: A Case Study About the Power of
Congruence and Simplicity in Online Cause-Related Marketing . . . . . . . . . . . . . . . . 378 26.13.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 378 26.13.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 379 26.13.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380 26.13.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380 26.14 Chapter 14: Bank Positioning and Cause-Related Marketing: The Case of
Contactmore by ING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383 26.14.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383 26.14.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383 26.14.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 384 26.14.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 384 26.15 Chapter 15: Cause-Related Marketing in Retail E-Commerce as Support
for the Sustainability of the University: The Case of Amazon and University of the Andes (Colombia) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 389
26.15.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 389 26.15.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390 26.15.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390 26.15.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 391 26.16 Chapter 16: Cause-Related Marketing in Luxury Brands: The Case of Josefinas . . . 393 26.16.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 393 26.16.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 393 26.16.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 394 26.16.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 394 26.17 Chapter 17: Disseminating Pet-Friendly Trends in Partnership: The Initiative
“Marketing con Causa” in Mexico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 26.17.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395 26.17.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 396
Contents
XVIII
26.17.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 397 26.17.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 397 26.18 Chapter 18: Cause-Related Marketing (CRM) of Ausonia’s Campaigns . . . . . . . . . . . 401 26.18.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 401 26.18.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 402 26.18.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 402 26.18.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 402 26.19 Chapter 19: The Role of Cause-Related Marketing in the Case of Breast Cancer in
Romania . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 405 26.19.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 405 26.19.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 405 26.19.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406 26.19.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406 26.20 Chapter 20: Digital Communication as a Vehicle for Cause-Related Marketing
in Cancer Prevention: Lactogal Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409 26.20.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409 26.20.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 410 26.20.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 410 26.20.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411 26.21 Chapter 21: All United Against Breast Cancer: The Solidarity Beauty of Estée
Lauder. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412 26.21.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412 26.21.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412 26.21.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413 26.21.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413 26.22 Chapter 22: Analysis of the CRM Campaigns on Facebook: The Case
of Menudos Corazones. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 416 26.22.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 416 26.22.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 416 26.22.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417 26.22.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417 26.23 Chapter 23: Organizational Conflicts in CRM Planning and Implementation:
City Hotel’s Towel Reuse Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 422 26.23.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 422 26.23.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 422 26.23.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424 26.23.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424 26.24 Chapter 24: Santos Motors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 426 26.24.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 426 26.24.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 427 26.24.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 428 26.24.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 428 26.25 Chapter 25: Choosing CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431 26.25.1 Synopsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431 26.25.2 Potential Audience and Instructor’s Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431 26.25.3 Time Frame for Class Discussion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 432 26.25.4 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 432
Contents
XIX
About the Authors
M. Mercedes Galan-Laderois an associate professor (Prof. Contratado Doctor) in the Department of Business Management and Sociology at the University of Extremadura (Spain), where she teaches marketing courses. She is currently engaged in innovative research in the areas of cause-related marketing and corporate social responsibility, as well as social mar-keting and non-profit marketing. She also collaborates in research related to ethnocentrism and local food products and their interna-tionalization.
Clementina Galera-Casquetis an associate professor (Prof. Titular de Universidad) in the Depart-ment of Business Management and Sociology at the University of Extremadura (Spain), where she teaches marketing courses (gradu-ate, postgraduate, and doctoral levels). She is currently engaged in innovative research in the areas of cause-related marketing and cor-porate social responsibility as well as non-profit marketing and busi-ness and non-profit organizations alliances.
Helena M. Baptista Alvesis an associate professor in the Department of Business and Econom-ics at the University of Beira Interior (Portugal), where she teaches graduate, postgraduate, and doctoral levels. She is a researcher at the Centre for Research in Business Sciences. Her areas of expertise are: services marketing, educational marketing, student satisfaction, pub-lic and nonprofit marketing, and relationship marketing.
Contributors
Luis Ignácio Álvarez-Gonzalez Department of Business Administration, University of Oviedo, Oviedo, Spain
University of Sinu, Montería, [email protected]
Helena M. Alves Faculty of Social and Human Sciences, University of Beira Interior, Covilhã, [email protected]
Corina-Georgiana Antonovici Faculty of Public Administration, National University of Political Studies and Public Administration, București, [email protected]
Daniel Belanche Faculty of Economy and Business, University of Zaragoza, Zaragoza, [email protected]
Sergio Belda-Miquel Faculty of Economy, University of Valencia, Valencia, [email protected]
Hina Y. Bhatti Riphah International University, Islamabad, Pakistan
Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, Spain
Enrique Bianchi Faculty of Economics and Management Sciences, Catholic University of Cordoba, Cordoba, Argentina
Faculty of Economics Sciences, National University of Cordoba, Cordoba, [email protected]
Cristina Blanco Gonzalez-Tejero Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, [email protected]
Kamila Borseková Faculty of Economics, Matej Bel University, Banská Bystrica, [email protected]
Juan Manuel Bruno Faculty of Economics Sciences, National University of Cordoba, Cordoba, Argentina
M. Victoria Carrillo-Duran Faculty of Documentation and Communication Sciences, University of Extremadura, Badajoz, [email protected]
XXI
Beatriz Casais University of Minho, School of Economics and Management, Braga, [email protected]
Ana Castillo-Diaz Faculty of Communication Sciences, University of Málaga, Málaga, [email protected]
Luis Manuel Cerda-Suarez Faculty of Business and Communication, International University of La Rioja, Logroño, [email protected]
Antonio Chamorro-Mera Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, [email protected]
Pedro Cuesta-Valiño Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, [email protected]
Yolanda Díaz-Perdomo Department of Business Administration, University of Oviedo, Oviedo, Spain
Marisa R. Ferreira CIICESI, ESTG, Politécnico do Porto, Felgueiras, [email protected]
Laura Flores-Lario Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, Spain
M. Mercedes Galan-Ladero Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, [email protected]
Clementina Galera-Casquet Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, [email protected]
Araceli Galiano-Coronil Faculty of Social Sciences and Communication, University of Cádiz, Cádiz, [email protected]
Juan Antonio Garcia-Martin University of Castilla-La Mancha, Talavera de la Reina (Toledo), [email protected]
Contributors
XXII
Irene Gil-Saura Faculty of Economy, University of Valencia, Valencia, [email protected]
Pablo Gutiérrez-Rodríguez Faculty of Economics and Business Sciences, University of León, León, [email protected]
M. Soledad Janita-Muñoz Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, [email protected]
Jose M. Lopez-Sanz Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, [email protected]
Valerie Manna Faculty of Agribusiness and Commerce, Lincoln University, Lincoln, New [email protected]
Ani Matei Faculty of Public Administration, National University of Political Studies and Public Administration, Bucharest, [email protected]
Estela Núñez-Barriopedro Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, [email protected]
M. Manuela Palacios-González Faculty of Economics and Business Sciences, University of Extremadura, Badajoz, [email protected]
Azucena Penelas-Leguía Faculty of Economics, Business and Tourism, University of Alcalá, Alcala de Henares, [email protected]
Diana Pereira University of Minho, School of Economics and Management, Braga, [email protected]
João F. Proença University of Porto, Faculty of Economics, ADVANCE/CSG, Porto, Portugal
University of Lisbon, Lisbon, [email protected]
Contributors
XXIII
Reynaldo G. Rivera Austral University, Pilar, Buenos Aires, [email protected]
Darina Rojíková Faculty of Economics, Matej Bel University, Banská Bystrica, [email protected]
Belén Ruiz University of Castilla-La Mancha, Talavera de la Reina (Toledo), [email protected]
M. Eugenia Ruiz-Molina Faculty of Economy, University of Valencia, Valencia, [email protected]
Carolina Sanchez Faculty of Economics and Management Sciences, Catholic University of Cordoba, Córdoba, Argentina
Faculty of Economics Sciences, National University of Cordoba, Córdoba, Argentina
M. Jose Sanzo-Perez Department of Business Administration, University of Oviedo, Oviedo, Spain
University of Sinu, Montería, [email protected]
Carmen Săvulescu Faculty of Public Administration, National University of Political Studies and Public Administation, Bucharest, [email protected]
Daniela B. Soares School of Economics and Management, University of Minho, Braga, Portugal
Bruno B. Sousa IPCA – Polytechnic Institute of Cávado and Ave, Barcelos, [email protected]
Aníbal E. Toscano-Hernandez University of Sinu, Montería, [email protected]
Jesús Alberto Valero-Matas University School of Education, University of Valladolid, Valladolid, [email protected]
Anna Vaňová Faculty of Economics, Matej Bel University, Banská Bystrica, [email protected]
Answin Vilmar IST - University of Applied Sciences, Düsseldorf, [email protected]
Contributors
XXIV
Katarína Vitálišová Faculty of Economics, Matej Bel University, Banská Bystrica, [email protected]
Walter Wymer Dhillon School of Business, University of Lethbridge, Lethbridge, AB, [email protected]
Contributors
