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Global corporate philanthropy and relationship marketing

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  • Collins, Marylyn

Abstract

Cynicism within society towards the activities of large organisations has made many firms realise they have a part to play in the community beyond the pursuit of mere profit. At the same time changes in the concept and practice of marketing are taking it beyond the single transaction focus to a relationship focus. Global corporate philanthropy can play a role in developing those relationships and differentiating firms from their competitors. The article examines the role of the marketing department as central planner in this strategy, and discusses the need for firms to professionalise their approach to corporate philanthropy. A short case study of Body Shop International illustrates how they have harnessed marketing skills to coordinate their highly successful philanthropic programme.

Suggested Citation

  • Collins, Marylyn, 1994. "Global corporate philanthropy and relationship marketing," European Management Journal, Elsevier, vol. 12(2), pages 226-233, June.
    • Handle: RePEc:eee:eurman:v:12:y:1994:i:2:p:226-233
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    Cited by:

    1. Yuan‐Shuh Lii & Kuang‐Wen Wu & May‐Ching Ding, 2013. "Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(1), pages 15-28, January.
    2. Kate Hogarth & Marion Hutchinson & Wendy Scaife, 2018. "Corporate Philanthropy, Reputation Risk Management and Shareholder Value: A Study of Australian Corporate giving," Journal of Business Ethics, Springer, vol. 151(2), pages 375-390, August.
    3. Dongmin Lee & Junghoon Moon & Young Chan Choe & Jaeseok Jeong, 2016. "Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry," Sustainability, MDPI, vol. 8(12), pages 1-18, December.
    4. Heli Wang & Ming Jia & Zhe Zhang, 2021. "Good Deeds Done in Silence: Stakeholder Management and Quiet Giving by Chinese Firms," Organization Science, INFORMS, vol. 32(3), pages 649-674, May.
    5. Yuan-Shuh Lii & Monle Lee, 2012. "Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm," Journal of Business Ethics, Springer, vol. 105(1), pages 69-81, January.
    6. Bennett, Roger & Sargeant, Adrian, 2005. "The nonprofit marketing landscape: guest editors' introduction to a special section," Journal of Business Research, Elsevier, vol. 58(6), pages 797-805, June.
    7. Christou, P. & Hadjielias, E. & Farmaki, A., 2019. "Reconnaissance of philanthropy," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.

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