Crisis management approaches and philanthropic motives: a multiple theory-driven view of research opportunities

This research examines individual philanthropy in the context of crisis management. Using a multi-theoretical approach, the authors identify potential research gaps, stemming from economics-, values-, and cultural-based views of behaviour. First, we develop a conceptual framework of crisis management that investigates both the a priori and post hoc rationalisations for charitable giving. Then, employing theories of economic exchange behaviour and extant marketing literature, we pose a series of research questions that may help scholars to better understand the differences between responsive and preemptive philanthropic tendencies. Next, where extant theory is applicable, we offer propositions from which specific studies might be developed that explore the differences identified here. Finally, we present suggestions for research directions with implications for both practitioners and scholars.