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Erfolgsfaktoren des Cause related Marketing (CrM) mit Beispielen aus dem Umweltschutz

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  • Marcus Stumpf

    (FOM Hochschule – Standort Frankfurt)

Abstract

Zusammenfassung Krombacher, McDonald’s, Microsoft – sie alle pflegen ihre Corporate Social Responsibility (CSR). Immer mehr Unternehmen setzen sich u.a. für ökologische Belange ein. Dabei hat CSR viele Ausprägungen; eine davon wird als Cause related Marketing (CrM) bezeichnet und stellt die Zusammenarbeit eines Unternehmens mit einer Nonprofit-Organisation dar. Amerikanische Experten bezeichnen CrM bereits als „routine strategy“, die nicht mehr wegzudenken ist. Auch im deutschsprachigen Raum lässt sich ein steigender Einsatz von CrM feststellen, so das sich auch die wissenschaftliche Literatur immer häufiger mit diesem Thema beschäftigt, ohne dass jedoch bisher eine einheitliche Definition des Begriffs erfolgt wäre. An diesem Punkt setzt der vorliegende Beitrag an, indem er neben einer Definition des Begriffs einen Überblick über die Formen bzw. Ausprägungen des Cause related Marketing liefert. Dadurch, dass CrM-Kampagnen immer beliebter werden, steigen auch die damit verbundenen Herausforderungen. Die Erwartungshaltung der Konsumenten nimmt zu, ebenso wie ihre Kritikbereitschaft in Bezug auf das Sozialbewusstsein der Unternehmen. CrM kann daher, je nach Umsetzung, imagefördernd aber auch -schädigend sein: Ein Kunde kann ein Unternehmen „belohnen“, indem er das Projekt unterstützt. Ebenso kann er es aber auch „bestrafen“, wenn das Projekt seine Erwartungen nicht erfüllt. Aus diesem Grund soll der Beitrag auch die Erfolgsfaktoren von CrM erörtern und der Frage nachgehen, worauf es für Unternehmen und Nonprofit-Organisationen in der Praxis ankommt, um erfolgreich zu sein.

Suggested Citation

  • Marcus Stumpf, 2016. "Erfolgsfaktoren des Cause related Marketing (CrM) mit Beispielen aus dem Umweltschutz," Sustainability Nexus Forum, Springer, vol. 24(2), pages 237-244, November.
    • Handle: RePEc:spr:sumafo:v:24:y:2016:i:2:d:10.1007_s00550-016-0411-x
    DOI: 10.1007/s00550-016-0411-x
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    References listed on IDEAS

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