The Marketing of Employee Volunteerism |
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Authors: | John Peloza Simon Hudson and Derek N Hassay |
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Institution: | (1) Smeal College of Business, Pennsylvania State University, Business Building 403A, University Park, PA 16802, USA;(2) Department of Psychology, Colorado State University, Fort Collins, CO 80523, USA |
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Abstract: | Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in
order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core
competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receive employee support.
Our research quantitatively extends research by Peloza and Hassay (Journal of Business Ethics
64(4), 357–379, 2006) who argued that employee volunteerism is motivated by egoistic, altruistic and organizational citizenship
motives. Our findings suggest that volunteer opportunities that fulfill egoistic and organizational citizenship motives will
be effective, but that the altruistic motive is not significant. We also find that formal policies concerning manager recognition
or time off are not effective, providing more discretion for individual managers. Implications for managers seeking to increase
the effectiveness (and therefore support the business case) of their corporate philanthropy are discussed. |
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