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Can the overcommercialization of cause-related marketing harm society?
journal contribution
posted on 2001-06-01, 00:00 authored by Michael PolonskyMichael Polonsky, Greg WoodGreg WoodThe role of social responsibility within business has been debated for decades. It appears that there is a growing understanding that doing the right thing for society can not only be good for business but is also a responsibility of the modern corporation. Causes, corporations, and society have benefited from corporate involvement with social issues. However, it also appears that in some cases, there may be potential pitfalls associated with merging social and corporate objectives. The "overcommercialization" of some activities designed to benefit society may in fact harm those that these activities are trying to help. This article examines potential pitfalls associated with cause-related marketing and provides recommendations for reducing the potential negative consequences
History
Journal
Journal of macromarketingVolume
21Issue
1Pagination
8 - 22Publisher
Sage Publications Inc.Location
Thousand Oaks, Calif.Publisher DOI
ISSN
0276-1467eISSN
1552-6534Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2001, Sage PublicationsUsage metrics
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