Success Factors of Cause-Related Marketing -What Developing Countries Can Learn from a German Sweets Campaign

Adrienne Steffen ； Sabine A. Günther

《The MENA Journal of Business Case Studies》 2013卷 (2013/01) Pp. 1-14

https://doi.org/10.5171/2013.724720

並列摘要

The case examines the role of corporate social responsibility (CSR) and cause-related marketing (CM) in current business. The analysis shows that CSR in developing countries is not yet as widely practiced as in developed countries. Because of the popularity and rise of CSR campaigns, companies in developed countries have difficulties to differentiate themselves through ordinary CSR activities and some have moved to CM instead. CM campaigns have been found to increase consumer participation and loyalty. Based on an accompanied shopping study that was conducted in Germany and previously published research, a national German CM campaign of the company HARIBO is discussed. Consumers who bought a bag of gummy bears supported the campaign with 1 cent per consumed bag. Once € 1mio was collected, HARIBO doubled the donation sum to support 16 social projects targeting children in need. Five success indicators are introduced to evaluate the HARIBO campaign and the lessons learnt for developing countries.

並列關鍵字

Corporate social responsibility ； cause-related marketing ； HARIBO ； lessons forMENA