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2023 | OriginalPaper | Chapter

12. Cause-Related Marketing and Philanthropy at Times of Crisis and Increasing Digitisation

Authors : Marlen Demetriou, Leonidas Efthymiou, Avros Morphitis

Published in: Business for Sustainability, Volume I

Publisher: Springer International Publishing

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Abstract

The chapter delves into the effects of economic and health crises on Corporate Social Responsibility (CSR) and Cause-Related Marketing (CRM) programs, focusing on a decade-long partnership between Lidl Cyprus and the Cyprus Anti-Cancer Society. It explores how this alliance weathered multiple crises, including the 2013 financial crisis, COVID-19 pandemic, and the Russo-Ukrainian war, and how technology played a pivotal role in sustaining philanthropic efforts. The study, based on repeated interviews with key managers, offers insights into the strategic planning and measurable outcomes of this partnership, emphasizing the mutual benefits for both the corporation and the charity. It also discusses the digital transformation of charity activations, showcasing how technology facilitated the continuation of philanthropic activities during times of crisis.
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Metadata
Title
Cause-Related Marketing and Philanthropy at Times of Crisis and Increasing Digitisation
Authors
Marlen Demetriou
Leonidas Efthymiou
Avros Morphitis
Copyright Year
2023
Book
Business for Sustainability, Volume I

Print ISBN: 978-3-031-37360-2

Electronic ISBN: 978-3-031-37361-9

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-031-37361-9_12

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