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An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

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  • Gordon Liu
  • Wai-Wai Ko

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  • Gordon Liu & Wai-Wai Ko, 2011. "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Springer, vol. 100(2), pages 253-281, May.
    • Handle: RePEc:kap:jbuset:v:100:y:2011:i:2:p:253-281
    DOI: 10.1007/s10551-010-0679-7
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    References listed on IDEAS

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    1. Arya, Bindu & Salk, Jane E., 2006. "Cross-Sector Alliance Learning and Effectiveness of Voluntary Codes of Corporate Social Responsibility," Business Ethics Quarterly, Cambridge University Press, vol. 16(2), pages 211-234, April.
    2. Manuel Branco & Lúcia Rodrigues, 2006. "Corporate Social Responsibility and Resource-Based Perspectives," Journal of Business Ethics, Springer, vol. 69(2), pages 111-132, December.
    3. Gordon Liu & Catherine Liston-Heyes & Wai-Wai Ko, 2010. "Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries," Journal of Business Ethics, Springer, vol. 92(2), pages 195-210, March.
    4. John W. Medcof, 2001. "Resource‐based strategy and managerial power in networks of internationally dispersed technology units," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 999-1012, November.
    5. Zhiang (John) Lin & Haibin Yang & Bindu Arya, 2009. "Alliance partners and firm performance: resource complementarity and status association," Strategic Management Journal, Wiley Blackwell, vol. 30(9), pages 921-940, September.
    6. Das, T. K. & Teng, Bing-Sheng, 2003. "Partner analysis and alliance performance," Scandinavian Journal of Management, Elsevier, vol. 19(3), pages 279-308, September.
    7. Cynthia Hardy & Nelson Phillips, 1998. "Strategies of Engagement: Lessons from the Critical Examination of Collaboration and Conflict in an Interorganizational Domain," Organization Science, INFORMS, vol. 9(2), pages 217-230, April.
    8. Africa Ariño & José de la Torre, 1998. "Learning from Failure: Towards an Evolutionary Model of Collaborative Ventures," Organization Science, INFORMS, vol. 9(3), pages 306-325, June.
    9. Sneath, Julie Z. & Finney, R. Zachary & Close, Angeline Grace, 2005. "An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 373-381, December.
    10. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    Full references (including those not matched with items on IDEAS)

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