A critical review of forms of corporate community involvement: from philanthropy to partnerships

• The paper offers a critical review of the forms of corporate community involvement (CCI) including: corporate philanthropy, benefaction, patronage, sponsorship and cause related marketing (CRM) and partnership. It discusses the differences/similarities and compares the limitations of the transactional forms of interaction with the latest form of partnership.
• The paper suggests that the form of partnership represents a shift towards a non-linear business model of CCI, that is moving away from an outcome towards a process orientation. Three factors are identified conditioning the successful implementation and sustainability of partnerships which are linked with the previous limitations of transactional approaches of interaction. Finally, the paper puts forward three propositions in order for partnerships to: (1) contribute to the increase of institutional trust among organisations and across sectors; (2) assist in balancing the dynamics across the sectors and (3) appreciate the process of interaction as a source of benefits.

Copyright © 2007 John Wiley & Sons, Ltd.     

Venture capitalists and entrepreneurs become venture philanthropists

• Non‐traditional charitable sources of revenue may be categorised as follows:
  • Venture philanthropy: Human resources and funding invested as donation in the charity by entrepreneurs, venture capitalists, trusts and corporations in search of a social return on their investment. It involves high engagement over many years with fixed milestones and tangible returns and exit achieved by developing alternative, sustainable income.
  • Commercial ventures: They seek a financial return on investment by creating a social enterprise operated by charities and their trading/holding companies alone or in partnership with the corporate sector, venture capitalists or investors to provide funding. Venture philanthropists may also ‘invest’ without establishing an equity position in the commercial enterprise. Any profits are re‐directed to mission‐related activity, although the business activity may or may not be mission related.
  • Social venture capital: It funds commercial ventures (as above) but may not seek a complete return on investment; instead the investor may off set some or all of the investment against social outcomes.
• Within the context of venture philanthropy, this paper demonstrates how charities, venture capitalists and entrepreneurs may work together in strategic alliances. It explores venture philanthropy from the perspective of venture capitalists and entrepreneurs, giving examples. Charities are shown how to prepare themselves to take advantage of these entrepreneurial opportunities.
• Although the emphasis in this paper is on venture philanthropy, the processes outlined may be used to help a charity take advantage of opportunities within the broader social entrepreneurial context. Successful venture capitalists and entrepreneurs have demonstrated the ability to turn outline business ideas into big results, frequently in highly competitive business environments.
• A common characteristic that appears to unite these individuals when they divert their interest toward social ventures is a desire to apply their business‐like approach, which includes planning processes, milestones and outcome measurement to their social venture activity.

Copyright © 2005 John Wiley & Sons, Ltd.     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

Developing personal attachment to a physically active charity event

• Given the commonplace of physically active charity events, it is increasingly important for charitable organizations to understand how participants form personal attachments to their events so that marketers can maximize the amount of funds raised and achieve an attractive return on marketing expenditures. This exploratory study examines the ways in which participants at a walk/run for multiple sclerosis form personal attachments to the event. The limited work that has been conducted in this area has focused on cycling events, which may not include all types of participants (e.g., people with physical restrictions tied to the cause) and their experiences. Data were collected through an online questionnaire that employed open‐ended qualitative questions. The findings suggest three ways in which participants form attachments to the event, including being known as a fundraiser, aligning self and cause, and developing social bonds.

Copyright © 2013 John Wiley & Sons, Ltd.     

Individualism/collectivism,charitable giving,and cause‐related marketing: a comparison of Chinese and Americans

• With the global expansion of cause‐related marketing (CRM), advertisers need to know whether and how cultural and societal differences impact attitude toward CRM across markets. To add to that knowledge, the present study identifies two consumer traits, that is, individualism/collectivism and perception of individual charitable giving as a social norm, and investigates and compares their influence on attitude toward CRM. By conducting surveys with Chinese and American samples, the present study found that gender, horizontal collectivism (HC), and perception of individual charitable giving as a social norm were significantly associated with attitude toward CRM in the American sample, whereas horizontal individualism, HC, and vertical collectivism were significant predictors of attitude toward CRM in the Chinese sample. Theoretically, these findings suggest that associations between one cultural dimension and the attitude toward CRM are independent to relationships involving other dimensions. And the particular circumstance of a local market may determine which consumer traits will actually have a significant association with attitude toward CRM. Practically, the findings suggest that advertisers may want to choose social causes that have national impact in China because there is a tendency of achieving egoistic enhancement through individual charitable giving whereas social causes that are relevant to female consumers are better strategic choices in the USA.

Copyright © 2013 John Wiley & Sons, Ltd.     

Tailoring but not targeting: a critical analysis of “the Meth Project” aimed at Hispanic youth

• This paper examines the Meth Project, a social marketing campaign that enlists violence and fear to persuade Anglo and Hispanic youth in the USA to avoid methamphetamines. Violent and graphic media spots, although perhaps initially effective for facilitating message acceptance, may be counterproductive for long‐term campaign objectives. We draw on Witte's Extended Parallel Process Model to conceptualize how fear, risk, and behavior drive health‐related behaviors. Merely translating the Anglo spots into Spanish is an insufficient strategy to reach Hispanic youth because it targets rather than tailors its message. Significant findings of content analyses show that public service announcements in Spanish, unexpectedly, underscore recovering users' concern for violating norms with schools, employers, and law enforcement (secondary groups), whereas the Anglo spots show users more upset for disappointing family, friends, and loved ones (primary groups). Culturally appropriate Latino spots should tailor their messages to the values of familism, collectivism, simpatía, personalismo, and respeto, which have implications for reaching Hispanic audiences in other social marketing contexts.

Copyright © 2016 John Wiley & Sons, Ltd.     

Enhancing occupational health and safety in young workers: the role of social marketing

• Young workers (age 15–24) suffer work‐related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited.
• A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates.
• A comprehensive, multi‐faceted social marketing approach is required to address young worker safety.
• Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injuries.

Copyright © 2007 John Wiley & Sons, Ltd.     

What does the future hold for giving? An approach using the social representations of Generation Y

• Nowadays, not‐for‐profit organizations and charities face the ageing of donors and a growing debate over monetary donation collection methods. They need to find solutions to attract younger generations of donors. Could this be done using the same methods applied to older generations? This present research investigates social representations (SRs) of giving by younger generations to understand how not‐for‐profit organizations and charities should approach them. The study focuses on SRs of a French sample of 276 individuals from Generation Y born between 1979 and 1991. It uses the free association technique. The results show paradoxical representations of giving. Institutionalization of giving is salient as representation of it as a freely consenting act. The paradox relies also in the strong presence of a relationship with others that parallels the gift as an individualistic choice.
• Generation Y individuals appear to be sociable, yet they evoke more sharing and solidarity than charity. Institutionalized forms of giving, particularly via charities and not‐for‐profit organizations, are rejected. These individuals seem to express their individuality through practices that resemble sharing rather than giving. From a managerial point of view, these results shed light on the factors liable to cause members of this generation to give, such as (i) the use of social networks, (ii) appealing to pleasure, festivities and efficiency rather than to guilt and duty, and (iii) encouragement to “work within the not‐for‐profit organization”.

Copyright © 2012 John Wiley & Sons, Ltd.     

Categorizing risks in seven large projects—Which risks do the projects focus on?

In a hierarchy of project objectives, strategic objectives will often be principally different from the operational ones. Operational objectives concern the project outputs/results, and strategic objectives concern the project goal and purpose. In this study, risks are categorized as risks to operational, long‐term, or short‐term strategic objectives, and, by studying a dataset of some 1,450 risk elements that make up the risk registers of seven large projects, we examine how operational and strategic risks are distributed in the projects. The study strongly indicates that risks to a project's strategic objectives rarely occur in the project's risk registers, though project success and failure stories indicate their importance.     

Brewed for decades: Cyprus' perfect financial storm

• The Cypriot banking catastrophe was a momentous point in economic history at which a tiny island suffered such acute financial distress that it shook the entire Eurozone. Here we trace how Cyprus go to that point, via a series of mishaps and misjudgements, and missed escape routes going back over four decades.
• Cyprus will go down in history as one of the closest there has ever been to a perfect storm of financial instability, brewed from terrible decisions by its banks, supervisors and politicians; compounded by rotten luck and bad timing. Even Cyprus’ political and financial strengths made things worse by delaying firm action and allowing losses to build. Most imaginable horrors that could happen to a banking system did happen, and that was even before the controversial and partially botched international rescue operation.
• It was an international crisis in many senses of the word. The crisis was hosted in Cyprus, massively escalated by events in Greece, and paid for in large part by Russian depositors.
• There are lessons for Greece, but the experiences also have important differences. Crucially, there was a strong constituency in Cyprus to support painful austerity and structural reforms necessary to get rid of capital controls. That does not exist in Greece.
• The dramatic unfolding of events on the night of 15 March 2013 also provides a lesson that was not heeded in Greece. All‐night negotiating sessions against hard‐deadlines tend to lead to highly flawed agreements, though they are also a symptom of such commitment to the euro that things might work out in spite of the flaws.

     

The economic cost of coronavirus lockdowns

• ▪ Widespread lockdowns and social distancing in economies affected by the coronavirus outbreak are set to cause a massive negative short-term impact on consumer spending and GDP.
• ▪ A large chunk of consumer spending is discretionary and so is very sensitive to being postponed or lost completely due to quarantines and social distancing.
• ▪ The early evidence from China supports the idea that up-front effects will be large, with retail sales down 20% y/y in January–February and industrial output over 13% lower, thanks to widespread factory closures.
• ▪ We estimate that a three-week lockdown affecting 50%–90% of a population would cut consumption in the three–month period featuring such a lockdown by 5%–8%, a six-week lockdown by 9%–16%, and a 12-week lockdown would slash it by 18%–32%.
• ▪ Full-year effects depend on how quickly postponed consumption revives as outbreaks come under control. But even quick recoveries imply big full-year losses: An initial 18% slump in consumption would still imply a full-year loss of 9%, even if spending recovered to pre-pandemic levels in four quarters. If recovery took eight quarters, the full-year loss would be an enormous 14%.

     

Factor market rivalry and interindustry competitive dynamics

We study competitive dynamics by using 10 years of data from the biotech industry on patent infringement lawsuits because they capture offensive actions and defensive responses. Results suggest that larger patent portfolios, long‐term partnerships, and short‐term agreements lead to factor market rivalry. Specifically, long‐term research partnerships are associated with lower proclivity and vulnerability to attack, while short‐term licensing and marketing agreements with increased proclivity and vulnerability to attack. Lastly, although nonbiotech companies attack biotech firms, the proclivity of the latter to launch cross‐industry attacks is not significant. We discuss how the results contribute to competitive dynamics research and theory.     

Collaboration risk management in IT-enabled asymmetric partnerships: Evidence from telestroke networks

Information technology (IT)-enabled partnerships can unlock previously unattainable value propositions between organizations that have resource, capability, and other asymmetries by allowing larger organizations access to niche and local resources while providing smaller organizations access to enhanced resources and capabilities. However, recent studies have shown that many IT-enabled asymmetric partnerships often fail because the organizations do not effectively manage the involved collaboration risks. Most organizations focus on the strategic aspect of whether partners behave cooperatively or competitively, while paying scant attention to the operational aspect of bringing together partner contributions through coordination. To examine this problem, we report on a case study of two hub-spoke networks that used telemedicine to facilitate expertise sharing and decision making about stroke treatment at emergency departments in rural hospitals (spokes) based on information exchanges with remote neurologists at academic medical centers (hubs). As a result, we contribute to the inter-organizational information systems literature by explaining how organizations in IT-enabled asymmetric partnerships manage collaboration risks. We demonstrate how partners in such relationships perceive and approach strategic cooperation and operational coordination risks differently. We also explain how collaboration interactions change over time as the partners manage risks based on needs and resource endowments. Drawing on these findings, we provide guidance to organizations on how to manage sustainable IT-enabled asymmetric partnerships in general, and telestroke networks in particular.     

Balancing global and local strategic contexts: Expatriate knowledge transfer,applications, and learning within a transnational organization

We investigate how expatriates contribute to the transnational firm's strategic objectives of global efficiency, national (”local”) responsiveness, and worldwide learning. We focus on expatriate knowledge application and experiential learning achievements, two assignment‐based outcomes of potential strategic value to the firm. We assess how the individual's everyday knowledge access and communication activities, measured by frequency and geographic extent, affect these assignment outcomes. Within our case organization, a prototype transnational firm, we find that expatriate knowledge applications result from frequent knowledge access and communication with the corporate headquarters and other global units of the firm. In contrast, their experiential learning derives from frequent access to hostcountry (local) knowledge that subsequently is adapted to the global corporate context. From a practical perspective, we conclude that experiential learning is an invaluable resource for both present and future corporate assignments. © 2007 Wiley Periodicals, Inc.     

Consumer perceptions of compatibility in cause-related marketing messages

• Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event.
• The authors explore the concept of compatibility within a cause-related marketing context. The results of an experiment confirm the role of sponsor/cause compatibility for the creation of positive consumer perceptions of the donor, and highlight the importance of individual characteristics that affect perceptions of the cause and its compatibility with a donor. Theoretical and strategic implications and future research directions are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.     

The nature and influence of motivation within the MOA framework: implications for social marketing

• Social marketers acknowledge that to achieve optimum programme outcomes, identification and targeting of the non-conforming cohort is paramount. This article discusses the application of the social marketing framework, motivation, opportunity and ability (MOA) with a particular focus on the motivation aspect of the model. Motivation is considered from the perspectives of intrinsic and extrinsic motivation.
• Previously, the degree or level of motivation has been used in the operationalisation of the motivation construct, while in this paper the type of motivation is used as the basis for the construct. The construct is then applied to an environmental land management study, namely a rabbit control programme.
• Specifically, the aims of this paper were to further develop the MOA constructs, with a particular focus on motivation, including intrinsic and extrinsic motivation, to develop an understanding of the factors that are associated with ineffective behaviour and to develop a model to predict effective/ineffective control behaviour.
• Scales were developed to enable a study of the relationship between the MOA constructs, including intrinsic and extrinsic motivation, and the respondents control behaviour. Data were collected from a random sample of 566 respondents who were involved in the control programme. Using ANOVA and MANOVA techniques, significant differences were found between those landholders that exhibited effective control and ineffective control with regard to all MOA constructs.
• A multinomial logit (MNL) regression model was then developed to predict behaviour. This model showed that ability and intrinsic motivation were significant predictors of behaviour. The estimated model was able to predict recalcitrant landholders with 98% accuracy. The results of this study therefore provide a significant contribution to social marketing as it is the recalcitrant cohort that social marketers wish to understand and whose behaviour they frequently attempt to rectify in order to achieve stated social and/or environmental objectives. The implications for related social market theory, policy development and environmental management programmes are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.     

Measuring the social impacts of local authority events: a pilot study for a civic pride scale

• The provision of events and festivals by local government has become an expected, if non‐mandatory, service. In many regions these events are organised in order to provide mainly social, rather than economic, benefits to the community and, as a consequence, the providing organisation may have difficulty in demonstrating a return on the budget invested. This paper suggests the use of multi‐item attitude scales to quantify the intangible effects of the festival or event programme on the local community. The findings of a pilot study of one such scale are presented showing that reliable and valid methods can be developed, that they can be relatively low cost and simple to apply and that the data generated can be of great value in enhancing the evaluation of local authority service provision.

Copyright © 2006 John Wiley & Sons, Ltd.     

New value partnerships: the lessons of Denny's/Save the Children partnership for building high‐yielding cross‐sector alliances

While business and nonprofit organisations have long used alliances within their own sectors to address specific needs, increasingly they are turning to cross‐sector partnerships that benefit both parties while they serve the common good. In the last decade, marketing alliances between businesses and social sector organisations have become increasingly common as ways for companies to achieve business objectives and for social sector organisations to raise their visibility and attract new resources. The alliance between Denny's and Save the Children provides an example of a noteworthy marketing partnership that shows how a cross‐sector alliance can assist a company with a damaged public image to build a new public identity while enabling an international nonprofit organisation to create an ambitious programme for US children. As a new value partnership, a long‐term, high yielding alliance between businesses and social sector organisations, this relationship is characterised by several elements: communication, opportunity, mutuality, multiple levels, open‐endedness, and new value, forming the acronym COMMON. Copyright © 2001 Henry Stewart Publications