Can the Overcommercialization of Cause-Related Marketing Harm Society?
http://jmk.sagepub.com/cgi/content/abstract/21/1/8 Authors: Polonsky, Michael J.; Wood, Greg Source: Journal of Macromarketing. Vol. 21, Issue 1. Year: 2001 [This document has not yet been rated] [You must be signed in as faculty to rate this document] 222 viewsAbstract: This article discusses potential downsides of cause-related marketing. Recommendations as to how to diminish such possible drawbacks are offered.
http://jmk.sagepub.com/cgi/content/abstract/21/1/8 Authors: Polonsky, Michael J.; Wood, Greg Source: Journal of Macromarketing. Vol. 21, Issue 1. Year: 2001 [This document has not yet been rated] [You must be signed in as faculty to rate this document] 321 viewsAbstract: This article discusses potential downsides of cause-related marketing. Recommendations as to how to diminish such possible drawbacks are offered.
The 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.
