As The Open University celebrates its 50th anniversary, Gordon Liu, Professor of Marketing Strategy, will deliver his inaugural lecture on how effective corporate social responsibility strategies enhance a firm’s reputation with its key stakeholders.
Cause-Related Marketing – A Marketing Strategy for Corporate Social Responsibility Performance
Cause-related marketing seeks to enhance a firm’s legitimacy. This is achieved by publicising and capitalising on the company’s corporate social responsibility accomplishments. More specifically, it focuses on designing corporate social responsibility strategies and communication of the associated achievements, to enhance a firm’s reputation with its key stakeholders. This in turn improves long-run profitability and stakeholder relationships.
In this lecture, Professor Liu will explore the formats of cause-related marketing campaigns and the specific ways of implementing these strategies. He will argue the opportunities (benefits) that such campaigns can bring to private businesses as well as social enterprises/non-profits. Professor Lui will also discuss the potential threats faced by corporate and social enterprise/non-profit managers when implementing cause-related marketing strategies.
Gordon Liu, Professor of Marketing Strategy, has received his PhD from Royal Holloway, University of London (UK) in 2008. Now based in The Open University Business School, his research interests lie in exploring the ways that marketing strategies are implemented in business and social enterprises/non-profits. This includes ideas related to product innovation/new product development, strategic orientation/capabilities, and networks/strategic alliance.
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