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Cause-related marketing and strategic agility: an integrated framework for gaining the competitive advantage

Author

Listed:
  • Michael Christofi
  • Hans Ruediger Kaufmann
  • Demetris Vrontis
  • Erasmia Leonidou

Abstract

This article posits a framework that illustrates how the concepts of strategic agility and cause-related marketing are synthesised in order to generate a sustainable competitive advantage through superior brand awareness and positive corporate reputation. In addition, this paper reflects how CRM and strategic agility, in the context of creating and sustaining a competitive advantage in a hyper-dynamic environment, can complement and magnify each other's traditional context of analysis. Moreover, this article appears to be the first of its kind to theoretically examine the dynamics implied by synthesising these, so far, distinct concepts. In conclusion, the authors posit a set of research directions designed to enable scholars to further advance the integration of strategic agility and CRM from both problem-driven theory development as well as theory-driven practice management perspectives.

Suggested Citation

  • Michael Christofi & Hans Ruediger Kaufmann & Demetris Vrontis & Erasmia Leonidou, 2013. "Cause-related marketing and strategic agility: an integrated framework for gaining the competitive advantage," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 9(4), pages 518-542.
    • Handle: RePEc:ids:wremsd:v:9:y:2013:i:4:p:518-542
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    Citations

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    Cited by:

    1. Pereira, Vijay & Budhwar, Pawan & Temouri, Yama & Malik, Ashish & Tarba, Shlomo, 2021. "Investigating Investments in agility strategies in overcoming the global financial crisis - The case of Indian IT/BPO offshoring firms," Journal of International Management, Elsevier, vol. 27(1).
    2. Sultana, Saida & Akter, Shahriar & Kyriazis, Elias, 2022. "How data-driven innovation capability is shaping the future of market agility and competitive performance?," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    3. Bouguerra, Abderaouf & Gölgeci, Ismail & Gligor, David M. & Tatoglu, Ekrem, 2021. "How do agile organizations contribute to environmental collaboration? Evidence from MNEs in Turkey," Journal of International Management, Elsevier, vol. 27(1).
    4. Leonidou, Erasmia & Christofi, Michael & Vrontis, Demetris & Thrassou, Alkis, 2020. "An integrative framework of stakeholder engagement for innovation management and entrepreneurship development," Journal of Business Research, Elsevier, vol. 119(C), pages 245-258.
    5. Silvia Cantele & Silvia Vernizzi & Francesca Ricciardi, 2016. "The emerging wave of agility-oriented business networks in Italy: a new strategy for facing global competition," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 270-284.

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