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What is For-Profit Organization

Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
An entity whose main aim is to obtain monetary profit (e.g. a company that seeks an economic purpose).
Published in Chapter:
Corporate Social Responsibility and Digital Tools: The Cause-Related Marketing Case
M. Mercedes Galan-Ladero (University of Extremadura, Spain) and Clementina Galera-Casquet (University of Extremadura, Spain)
DOI: 10.4018/978-1-5225-6307-5.ch001
Cause‐related marketing (CRM) is one of the most relevant corporate social responsibility (CSR) initiatives nowadays and is being employed by numerous brands across product categories. The most important characteristics are (1) there is a link between a for-profit business and a non-profit organization (NPO) in order to support a social cause and (2) corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this chapter, we focus on CRM programs carried out in a digital context. Thus, our aim is to understand their fundamental features and the main digital technologies used. Our findings show a massive use of digital technologies in CRM campaigns. Different digital tools are currently combined in the same program, complementing them with conventional mass media. The main advantages of this combination are a quick diffusion of the CRM programs, and a global impact.
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Anything Goes in Cause Related Marketing?: The Case of the ‘Solidarity' Traffic Radar
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