Um importante fenômeno contemporâneo é a presença cada vez maior de organizações do Terceiro Setor, no qual se inserem diferentes tipos de instituições sem finalidade lucrativa - entidades tradicionais, religiosas e laicas, organizações não governamentais, entidades paraestatais, entidades associativas e entidades de iniciativa empresarial. Os textos de marketing discorrem sobre o ambiente característico dessas organizações, e descrevem o processo gerencial de marketing, particularizando e adaptando às especificidades dessa modalidade de organização conceitos, técnicas e instrumentos de marketing destinados a empresas convencionais. Entretanto, as pesquisas sobre o tema normalmente se circunscrevem a contextos específicos de uma organização em particular e se concentram no nível operacional, sem definir uma linha que aborde de forma integrada as conexões entre esse nível e a dimensão estratégica da organização. Além disso, a literatura sobre o tema não tem incorporado o construto valor como elemento fundamental para o desenvolvimento do processo gerencial de marketing em todas as camadas de decisão. Nesse contexto, o objetivo da dissertação foi discutir e descrever o processo gerencial de marketing de organizações do Terceiro Setor, segundo uma perspectiva de valor. Para atingir o objetivo, o percurso metodológico seguido partiu do delineamento de um marco teórico como base para a elaboração de um esquema de análise do processo gerencial de marketing de uma organização do Terceiro Setor, a partir de sua evolução, sob a perspectiva de algumas escolas do pensamento em marketing, tendo por elemento de referência o conceito de valor em suas múltiplas acepções. Numa segunda etapa, foi desenvolvida uma pesquisa empírica, de caráter exploratório e qualitativo, contemplando o processo de marketing de uma organização do Terceiro Setor de causa relacionada. Nesse sentido, uma contribuição do estudo foi o desenho de um esquema analítico integrador, abordando o processo gerencial de marketing gravitando em torno do construto valor. / An important contemporary phenomenon is the increasing presence of Third Sector organizations, which include different types of non-profit institutions - traditional, religious and secular entities, non-governmental organizations, associative entities and corporate initiative entities. Marketing articles discourse on the characteristic environment of those organizations and describe the marketing management process by individualizing and adapting concepts, techniques and marketing tools intended for conventional companies to the specificities of that kind of organization. However, studies on the subject are usually limited to specific contexts in a particular organization and focus on the operational level, without defining a master guideline that address, in an integrated manner, the connections between this level and the strategic dimension of the organization. In addition, the literature on the subject has not included the construct value as a key element for the development of the marketing management process in all levels of decision. In this sense, the purpose of the dissertation was to discuss and describe the marketing management process of Third Sector organizations according to a value perspective. To achieve this goal, the methodological approach chosen first outlined a theoretical framework as a basis for the development of an analytical scheme of the marketing management process of a Third Sector organization, based on its evolution, from the perspective of some schools of thought in marketing, using as a reference element the concept of value in its multiple meanings. On a second phase, the author performed an exploratory and qualitative empirical research, considering the marketing process of a cause-related Third Sector organization. Therefore, one important contribution of the study was the outline of an analytical integrator scheme, covering the marketing management process gravitating around the construct value.

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Since the 1970s, millions of Americans have raised billions of dollars for nonprofit organizations through philanthropic fitness events. In 2013, 27 of the 30 largest charity events netted nearly $1.7 billion for health-related nonprofits. Two central questions guide this work: How do those who run marathons and raise funds for breast cancer make sense of their participation?; and To what extent do the notions of a moral citizen and philanthropy shape the meanings that they make of philanthropic fitness events? This work utilizes a year of interviews with nine women who ran the 26.2 with Donna: The National Marathon to Finish Breast Cancer in Jacksonville, Florida, in 2012 and/or 2013. I also conducted participant observation, running the marathon in 2013, and nonparticipant observation from the sidelines in 2012. My project examines the changing cultural context of the marathon and the meanings of consumerism, fitness, giving, morality, and breast cancer as a source of social connection. It also examines participants' skepticism toward both health-related nonprofit organizations and their financial status. The result is a more nuanced explanation regarding individuals' choices to participate in endurance-length philanthropic fitness events. The marathon is important to these runners' relationships with breast cancer-breast cancer the disease, breast cancer the concept, breast cancer the identity. This project finds that besides simply finding a community of like-minded individuals at a race, the healing element of the 26.2 with Donna is key to the formation of personal connections to the race that create long-term marathoner-fundraisers. The runners experience the 26.2 with Donna inside a perfect "pink bubble" of women's culture that surrounds the race and co-opts its participants. That space is overlain with notions of an imagined sisterhood based on individual and communal improvement through the consumption of pink-ribboned products.

This exploratory research study has provided the theorisation of the key drivers of why South African companies invest in sport-based Corporate Social Responsibility (CSR) programmes. The objectives of this research were addressed through a case study using unstructured qualitative interviews conducted with five (5) managers from companies that are funders and trustees of The Sports Trust. This research identified key drivers of companies’ investment in sport-based CSR as: social integration and economic development; assisting companies in implementing their strategies; improving the companies’ performances through attracting and increasing their client base; bringing immediate gratification and other intangible benefits; fulfilling regulatory requirements for public and other regulatory bodies; and being seen as good corporate citizens. Companies are now closely integrating CSR investment with sponsorship issues which seek to promote brand awareness, consumer loyalty and profitability of their products. Companies are also combining their CSR initiatives with their cause-related marketing campaigns as well as in the creation and innovation of new products. From the qualitative data analysis, it was possible to conclude that although funders of The Sports Trust’s views of CSR tend to highlight different aspects, they fit the legitimacy theory which can be considered a mix of economic and ethical theories described by Goddard (2005). Moreover they could be considered as being complementary. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

In 2018 Nike collaborated with controversial NFL quarterback Colin Kaepernick on their 30th anniversary of their "Just Do It" campaign. Released on multiple platforms, the "Dream Crazy" campaign as it was labeled featured Kaepernick as well as other prominent athletes that broke all odds to become some of the biggest athletes in their sport. A prominent figure in the fight against racial injustice, Kaepernick triggered outrage when he started kneeling during the playing of the national anthem of the United States of America. Drawing from theories of Corporate Social Responsibility and Cause-Related Marketing, this thesis analyses media coverage of the "Dream Crazy" marketing campaign to understand why Nike would collaborate with Kaepernick. Employing qualitative thematic analysis, this thesis examined newspaper articles published around the release of the campaign. Research findings show that Nike received positive coverage as well as over forty-three million dollars in free media exposure. While some individuals burned their apparel in protest, Nike saw sales increase as consumers sought to demonstrate their support for Kaepernick and racial justice. Simultaneously, the campaign made the fight for racial justice a front-page topic as well as exposing Kaepernick's own struggle with being blackballed by the NFL for his public protests.

Made available in DSpace on 2016-04-25T16:44:30Z (GMT). No. of bitstreams: 1 Renata Martins Correa.pdf: 1026616 bytes, checksum: 536451f8cb38e98393f5997f1d298260 (MD5) Previous issue date: 2012-10-11 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The current knowledge society marks the awakening of consciences of individuals and organizations. We are looking for ways to assist the transition individual to collective, the ´to have` for the "To Be" and new organizational and attitude values. Companies have a key role in this new paradigm, for beeing the base of the evolution collaborating in all spheres. And from this perspective that this study seeks to understand how companies can awaken to social responsibility, if each one is at a different level of organizational consciousness? This analysis is based on a conceptual model constructed from the theoretical propositions of Richard Barrett, author of works "Creating an Organization driven by values" and "Liberating the Corporate Soul¨. Thus, the central question of this study was: What determinants influence the organizational consciousness for Social Responsibility practices? For validation of this question was held extensive literature search, as well as empirical research exploratory qualitative aspect in the partnership between the company Alpargata-Havaianas and the Institute of Ecological Research - IPÊ tha t use the tool Cause Related Marketing. The positive intersection identified here, may contribute to the achievement of the higher stage of consciousness organizational changes in order to gain competitive landscape of contemporary capitalism / A atual sociedade do conhecimento marca o despertar de consciências das pessoas e das organizações. Estamos procurando caminhos que auxiliem a transição individual para a coletiva, do ter para o Ser e de novos valores e atitudes organizacionais. As empresas apresentam um papel essencial neste novo paradigma, pois são as bases para a evolução da competição para a colaboração em todas as esferas. E é nesta perspectiva que este estudo tem por objetivo entender como as empresas podem despertar para a responsabilidade social, sendo que cada uma se encontra em um nível diferente de consciência organizacional? Esta análise terá por base o modelo conceitual construído a partir das proposições teóricas de Richard Barrett, autor das obras Criando uma Organização dirigida por Valores e Libertando a Alma da Empresa . Assim, a pergunta central deste estudo foi: Que determinantes influenciam a consciência organizacional para práticas de Responsabilidade Social? Para validação desta pergunta realizou-se vasta pesquisa bibliográfica, assim como pesquisa empírica exploratória de vertente qualitativa, da parceria entre a empresa Alpargatas-Havaianas e o Instituto de pesquisas ecológicas - IPÊ que trabalham a ferramenta de marketing relacionado a causas. A intersecção positiva identificada pode contribuir para o alcance do estágio superior de consciência organizacional, visando conquistar transformações no cenário competitivo do capitalismo contemporâneo

I ett samhälle där det råder allt större konkurrens mellan företag och produkter, och då kunderna blir allt mer krävande, har Cause Related Marketing (CRM) blivit något av en unik win-win strategi. CRM innebär att ett företag tillsammans med en välgörenhetsorganisation skapar ett samarbete för att marknadsföra och sälja en produkt för välgörande ändamål och därmed nå ömsesidig vinst.Syftet med uppsatsen är att se vilka effekter CRM kan ha i jämförelse med traditionell marknadsföring. Vi har valt att undersöka varför företag väljer att engagera sig i välgörenhet och om man kan använda ett sådant samarbete som ett marknadsföringsverktyg.Den metod vi använt för studien är en kvalitativ metod. Till vår hjälp har vi använt oss av tidigare forskning inom ämnet samt genomfört intervjuer med företag som varit relevanta för studien. Företagen som medverkar är verksamma inom detaljhandel eller dagligvaruhandel och samtliga har valt att engagera sig i Rosa Bandet.Slutsatser som dragits genom studien är att CRM är en strategi som alla företag inom detaljhandel och dagligvaruhandel kan använda sig av. Vi har kommit fram till att CRM bör användas i kombination med traditionell marknadsföring för att optimera de positiva effekterna. Genom ett samarbete med en välgörenhetsorganisation kan ett företag nå effekter som ökad försäljning, merförsäljning, större lojalitet från kunderna och kan stärka sitt varumärke. Vi anser att strategin kan bidra till en hållbar utveckling, vilket är något som är högaktuellt på dagens marknad.In a world where competition between companies and products is constantly increasing and consumers are becoming more demanding, Cause Related Marketing (CRM) has become somewhat of a unique win-win strategy. This means that a company collaborates with a charitable organization to promote and sell a product to make a mutual profit.The purpose of this thesis is to point out the potential effects of CRM in comparison to traditional marketing. We have chosen to investigate why companies choose to engage in charity and if this type of collaboration can work as a tool for a better marketing strategy.The method we have used to write this thesis is a qualitative method. We have used previous research within the subject as well as interviewed companies relevant to the study. The companies that have participated are in the retail business and they have all engaged in the Pink Ribbon charity.Through the study, we have been able to draw the conclusion that CRM is a useful strategy to any company in the business of manufacturing and selling of goods. However, CRM should be used in combination with traditional marketing to optimize the positive effects. Through a collaboration with a charitable organization a company can increase sales, gain loyalty from their customers an strengthen it’s brand. We believe that the strategy contributes to a globally sustainable development, which currently is a hot topic on today’s market. / Program: Textilekonomutbildningen

Denna studie är ett fall av organisationers användande av cause-related marketing. Syftet är att beskriva utvalda organisationers strategier med och användande av specifika cause-related marketing-aktiviteter. Organisationers vilja att bygga relationer med intressenter ökar ständigt och det blir allt mer populärt bland organisationer att ta ett socialt ansvar i hopp om att förbättra denna relation. Att organisationer säljer produkter och donerar en summa till välgörenhet benämns cause-related marketing och är ett vanligt välgörenhetsinitiativ vilket ofta upplevs positivt. Dock finns en skepticism mot organisationers användande av detta verktyg då intressenter i vissa fall ifrågasätter organisationers bakomliggande motiv. Detta innebär att utformningen av varje specifik cause-related marketing-aktivitet är avgörande för dess framgång. För att besvara syftet med denna studie har samtalsintervjuer och en kvalitativ innehållsanalys använts. Apoteket, Boomerang, Ica, Kappahl och Ur&Penn är de organisationer som studien undersöker och en respondent, som varit delaktigt vid framtagandet av deras cause-related marketing-aktiviteter, från respektive organisation har intervjuats. Den kvalitativa innehållsanalysen undersöker de fem valda organisationernas exponering av specifika cause-related marketing-aktiviteter i butik. Resultatet från denna studie visar att organisationernas övergripande anledningar till varför de använder CRM är framförallt för att förbättra eller behålla en god image. Det som framkommer är att organisationernas grundläggande strategier kring och anledningar med användandet av CRM till viss del stämmer överens med hur CRM-aktiviteterna är utformade. Emellertid kan vissa beståndsdelar i studerade CRM-aktiviteter framkalla skepticism enligt normativa teorier, vilket indikerar att CRM-aktiviteterna inte till fullo leder till en förbättrad eller behållen god image. Därmed används inte studerade CRM-aktiviteter på ett optimalt sätt för att undvika skepticism, vilket även syns i hur aktiviteterna kommuniceras i butik.

The thesis deals with the impact of cause related marketing campaigns on the customers in the Czech Republic. The thesis is divided into theoretical and practical parts. Within the theoretical part, the attention is paid to the determination of CRM, as well as to the CSR concept, on whose grounds CRM is based on. For the findings about the situation on the Czech market regarding CRM, chosen CRM campaigns were analyzed together with its particular campaign characteristic, which cause the campaign to be un/successful. Because commercial subjects evaluate the campaigns according to the gathered amount of money, it is difficult to find out the real impact of CRM campaigns. Therefore, the own survey became a part of the practical part of the thesis with the aim to find out this impact directly from the customers. The results were compared with the American studies and are summed up into the ideal campaign, which is introduced on the chosen bank company.

Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. Cause-Related Marketing is of particular interest in regard to the sample as the next upcoming generation, Generation Z,  is forecasted to have great buying power and more awareness of societal issues. However, studies are lacking regarding this generation and especially in relation to Cause-Related Marketing as a strategy for influencing consumers purchase intentions. Hence, why this study tries to see how to reach this generation on their terms.  Purpose: The purpose of this study is to explain how Generation Z’s purchase intention is affected by four CRM factors.  Methodology:  This research has followed the structure of deductive research with a quantitative approach and with the research design of cross-sectional design. This further led to a self-complement online questionnaire being made, where the respondents consisted of Generation Z, with the ages of 18-26. The total number of respondents was concluded at 93. After collecting the data, the data has been cleaned and coded. Furthermore, by using Descriptive Statistics, Multiple Linear Regression, Cronbach's Alpha and Correlation Analysis the data was analysed and a result could be extracted. Findings: The result this research got from the empirical information, was that only one of the CRM factors had a significant and positive relation with Generation Z’s purchase intention, being Cause Involvement. The other factors had no significant relation with Generation Z’s purchase intention. Further, there was one item which was common in all factors and that one was emotion and to some extent knowledgeable.