The case examines the role of corporate social responsibility (CSR) and cause-related\r\nmarketing (CM) in current business. The analysis shows that CSR in developing countries is\r\nnot yet as widely practiced as in developed countries. Because of the popularity and rise of\r\nCSR campaigns, companies in developed countries have difficulties to differentiate themselves\r\nthrough ordinary CSR activities and some have moved to CM instead. CM campaigns have\r\nbeen found to increase consumer participation and loyalty. Based on an accompanied\r\nshopping study that was conducted in Germany and previously published research, a national\r\nGerman CM campaign of the company HARIBO is discussed. Consumers who bought a bag of\r\ngummy bears supported the campaign with 1 cent per consumed bag. Once ââ??¬ 1mio was\r\ncollected, HARIBO doubled the donation sum to support 16 social projects targeting children\r\nin need. Five success indicators are introduced to evaluate the HARIBO campaign and the\r\nlessons learnt for developing countries.
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