Cause-related marketing and corporate philantrophy

I read this scientific article about cause-related marketing written by varadarajan and menon. To specificate further they mention: a coalignment of marketing strategy and corporate philantrophy.

In their article they try to explain what cause-related marketing contains. It is a new and promising marketing tool. They also try to define corporate philantrophy (through 3 rationales) which is a "hot topic" these days if you ask me. Their study explains cause-related marketing as a subject of corporate philantrophy.

Corporate philantrophy started as an overall attitude which chiefs took up. It later evolved into an phase of mandated corporate evolvement. Now it stands for an investment in social responsibility. In the beginning these attitudes were undertaken voluntarily; however not always with an altruistic purpose. Nowadays social values are taken very seriously in a corporation. It's important to keep the atmosphere healthy on the shop floor.


Stijn De Schutter
Source: http://www.jstor.org/pss/1251450