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Cause-related marketing, product innovation and extraordinary sustainable leadership: the root towards sustainability

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  • Michael Christofi
  • Erasmia Leonidou
  • Demetris Vrontis

Abstract

This article posits a framework that illustrates how the concepts of cause-related marketing, product innovation and extraordinary sustainable leadership are conjoined in order to create a sustainable organisation. The intended contributions are: to accumulate the state of academic research on successful sustainable development within organisations, and to identify important underdeveloped connections between cause-related marketing, product innovation and extraordinary sustainable leadership on the one hand, with the three-dimensional concept of sustainability on the other hand. Moreover, this manuscript, to our knowledge, appears to be the first of its kind to theoretically examine the dynamics implied by synthesising these, so far, distinct concepts. Within the model explication, we offer a set of research directions designed to enable researchers to further enhance the integration of the aforementioned concepts from both problem-driven theory development as well as theory-driven practice management dimensions.

Suggested Citation

  • Michael Christofi & Erasmia Leonidou & Demetris Vrontis, 2015. "Cause-related marketing, product innovation and extraordinary sustainable leadership: the root towards sustainability," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 17(1), pages 93-111.
    • Handle: RePEc:ids:gbusec:v:17:y:2015:i:1:p:93-111
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    Citations

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    Cited by:

    1. BARTOSOVA Simona & POLIACIKOVA Eva & MUSOVA Zdenka, 2022. "Consumers´ Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.
    2. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    3. Elenica Pjero (Beqiraj) & Orgeta Gjermëni, 2020. "Tourist’s Satisfaction in Terms of Accommodation: A Case Study in Vlore, Albania," Business Perspectives and Research, , vol. 8(1), pages 67-80, January.
    4. Yan lI, 2022. "Corporate Social Responsibility of Chinese Manufacturing Companies' effect on Green Business Strategy, Innovation and Performance," Technium Social Sciences Journal, Technium Science, vol. 31(1), pages 522-552, May.
    5. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    6. Anastasia Murínová, 2018. "Conceptual Framework of Family Wineries in the Czech Republic: Results of a Qualitative Research Study," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(4), pages 955-967.

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