Partners in Profits: Small Businesses Move Slowly Into Cause-Related Marketing

Authors

  • Nora Ganim Barnes University of Massachusetts Dartmouth

Abstract

Cause-related marketing (CRM) began in 1981 when American Express agreed to donate $I for every new credit card issued to the Ellis Island/Statue of liberty Restoration Foundation. Since then, the use of this strategy has been widespread and rewarding. Curiously, cause-related marketing has become associated with large corporations. The study presented  here confirms the lack of use of CRM among small businesses. This reluctance appears unfounded as those small businesses that have ventured into CRM agreements report success in terms of increased sales, attracting new customers and enhancing the store's image. CRM has gained in popularity and can be a viable strategy for small businesses looking to differentiate themselves. In a world of parity products  and services, this might be a key weapon in the small business arsenal.

Downloads

Download data is not yet available.

References

Andreasen, A. (1996). Profits for Nonprofits: Find a Corporate Partner. Harvard Business Review. 4, 41-59.

Barnes, N. G. (1991). Philanthropy, Profits, and Problems: The Emergence of Joint Venture Marketing. Akron Business and Economic Review, 78-86.

Better Business Bureau. (1987). Charities in the Marketplace. Insight, 3, 1-5.

Cone Research Group. (1993, December 13). Cone-Commissioned Survey Verifies Cause Marketing. Consumer Attitudes Survey Released. Adweek New England Advertising Week, p. I.

Cone/Roper I I. (1996). Study of Cause-Related Marketing. Report of Cone Communications, Boston, MA.

Hendricks, M. (1991). Doing Well While Doing Good. Small Business Reports. 16 (I 1), 28-38. Josephson, N. (I984, January). American Express Raises Corporate Giving to Marketing Art. Advertising Age, 10-11.

Marshall, S. (I996, July 18). CCBS Machines To Deliver Cash for Blind Charity. Marketing. I.

Referred by Association. (1993, January). Manager's Magazine. 68 ( I ), 28.

Small Business Economic Trends. (1996, September). Small Business Trends, 1-23. Varadarajan, P. and Menon, A. (1998) Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, July, 58-74.

Warner, J. (I996, December 23). Doing Good Pays Off. Adweek New England Advertising Week, 4.

Published

1998-01-16

How to Cite

Barnes, N. G. (1998). Partners in Profits: Small Businesses Move Slowly Into Cause-Related Marketing. Journal of Small Business Strategy, 9(1), 47-55. Retrieved from https://libjournals.mtsu.edu/index.php/jsbs/article/view/380

Issue

Section

Articles