Cause-related marketing and strategic agility: An integrated framework for gaining the competitive advantage

Michael Christofi, Hans Ruediger Kaufmann, Demetris Vrontis, Erasmia Leonidou

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)518-542
    Number of pages25
    JournalWorld Review of Entrepreneurship, Management and Sustainable Development
    Volume9
    Issue number4
    DOIs
    Publication statusPublished - 2013

    Keywords

    • Brand awareness
    • Cause-related marketing
    • Competitive advantage
    • Corporate reputation
    • CRM
    • Strategic agility

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