Who Will Speak for the Water and the Wildlife Conservation? Solving the Problems of Sustainable Development through Cause-related Marketing

Singh, Akansha; Pathak, Govind Swaroop

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Tytuł artykułu

Who Will Speak for the Water and the Wildlife Conservation? Solving the Problems of Sustainable Development through Cause-related Marketing

Autorzy

Singh Akansha , Pathak Govind Swaroop

Treść / Zawartość

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Warianty tytułu

Kto przemówi w obronie ochrony wody i dzikiej przyrody? Rozwiązywanie problemów zrównoważonego rozwoju poprzez marketing

Języki publikacji

Abstrakty

CRM is adopted by organizations as a viable business strategy to implement sustainability initiatives. The existing literature suggests the variations in the execution style of the CRM campaigns by various organizations. This study proposes Cause-related Marketing (CRM) as one of the novel approaches to combat various issues related to sustainable development. The present study is focused to understand the role of CRM in aiding private sector organizations to address the problems of sustainable development and thus support the ‘United Nations Sustainable Development Goals (SDGs)’ in an Emerging Economy India. The study attempts to integrate the various areas of focus of the CRM campaigns, the sustainability dimensions focused and the various SDGs supported. Further implications, limitations and future research directions have been discussed.

Marketing CRM jest przyjmowany przez organizacje jako realna strategia biznesowa do wdrażania zrównoważonego rozwoju. Istnieją jednak różnice w stylu realizacji kampanii CRM przez różne organizacje. W niniejszym artkule uznano marketing CRM za jedno z nowatorskich podejść do zrównoważonego rozwoju. Niniejsze badanie koncentruje się na zrozumieniu roli marketingu CRM w pomaganiu organizacjom sektora prywatnego rozwijającej się gospodarki Indii w rozwiązywaniu problemów związanych ze zrównoważonym rozwojem, a tym samym wspieraniu Celów zrównoważonego rozwoju Organizacji Narodów Zjednoczonych (SDG). W badaniu podjęto próbę integracji różnych obszarów zainteresowania kampanii CRM, wymiarów zrównoważonego rozwoju i powiązanych z nimi Celów zrównoważonego rozwoju. Omówiono dalsze implikacje, ograniczenia i przyszłe kierunki badań.

Słowa kluczowe

Sustainable Development Goals (SDGs) sustainability dimensions triple bottom line cause related marketing qualitative study India

cele zrównoważonego rozwoju wymiary zrównoważonego rozwoju trojakie podejście marketing CRM badania jakościowe Indie

Wydawca

Lublin University of Technology

Czasopismo

Problemy Ekorozwoju

Rocznik

2020

Tom

Vol. 15, nr 2

Strony

83--71

Opis fizyczny

Bibliogr. 46 poz., tab.

Twórcy

autor

Singh Akansha

akansha.2016dr93@ms.ism.ac.in

Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, Jharkhand, India

autor

Pathak Govind Swaroop

gspathak@iitism.ac.in

Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, Jharkhand, India

Bibliografia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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