TY - JOUR
T1 - Cause-related marketing and strategic agility
T2 - An integrated framework for gaining the competitive advantage
AU - Christofi, Michael
AU - Kaufmann, Hans Ruediger
AU - Vrontis, Demetris
AU - Leonidou, Erasmia
PY - 2013
Y1 - 2013
N2 - This article posits a framework that illustrates how the concepts of strategic agility and cause-related marketing are synthesised in order to generate a sustainable competitive advantage through superior brand awareness and positive corporate reputation. In addition, this paper reflects how CRM and strategic agility, in the context of creating and sustaining a competitive advantage in a hyper-dynamic environment, can complement and magnify each other's traditional context of analysis. Moreover, this article appears to be the first of its kind to theoretically examine the dynamics implied by synthesising these, so far, distinct concepts. In conclusion, the authors posit a set of research directions designed to enable scholars to further advance the integration of strategic agility and CRM from both problem-driven theory development as well as theory-driven practice management perspectives.
AB - This article posits a framework that illustrates how the concepts of strategic agility and cause-related marketing are synthesised in order to generate a sustainable competitive advantage through superior brand awareness and positive corporate reputation. In addition, this paper reflects how CRM and strategic agility, in the context of creating and sustaining a competitive advantage in a hyper-dynamic environment, can complement and magnify each other's traditional context of analysis. Moreover, this article appears to be the first of its kind to theoretically examine the dynamics implied by synthesising these, so far, distinct concepts. In conclusion, the authors posit a set of research directions designed to enable scholars to further advance the integration of strategic agility and CRM from both problem-driven theory development as well as theory-driven practice management perspectives.
KW - Brand awareness
KW - Cause-related marketing
KW - Competitive advantage
KW - Corporate reputation
KW - CRM
KW - Strategic agility
UR - http://www.scopus.com/inward/record.url?scp=84885085810&partnerID=8YFLogxK
U2 - 10.1504/WREMSD.2013.056758
DO - 10.1504/WREMSD.2013.056758
M3 - Article
AN - SCOPUS:84885085810
SN - 1746-0573
VL - 9
SP - 518
EP - 542
JO - World Review of Entrepreneurship, Management and Sustainable Development
JF - World Review of Entrepreneurship, Management and Sustainable Development
IS - 4
ER -