Ethics and cause related marketing: five major ethical conflicts

Farache, Francisca and Sousa Filho, Jose Milton de (2007) Ethics and cause related marketing: five major ethical conflicts In: X SEMEAD, 09 - 10 Aug 2007, Sao Paulo, Brazil. (Unpublished)

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Abstract

This article aims at reviewing the literature of ethics applied to business and its communication. It investigates the concept of Corporate Social Responsibility, emphasizing Cause Related Marketing (CRM). This article provides some explanations of ethics and business ethics. Business ethics utilizes the ethics guidance to develop guidelines and rules to be applied in the marketplace. Furthermore, the article discusses five major ethical conflicts that can occur in partnerships between corporations and non-profit organisations. Ethical conflicts are likely to happen in CRM because the organisations involved have different objectives and goals. CRM does not have clear-cut rules and codes of conduct. This article approaches some basic principles which once followed will minimize the pitfalls. This study also analyses the arising circumstances of negative reactions from the consumers and media when the ethical conduct is neglected. Thus, CRM can lead to bad results, mainly for the organisations. Although, when ethical principles and guidelines are followed CRM appears to be an efficient marketing tool that can promote the companies as well as good causes

Item Type: Contribution to conference proceedings in the public domain ( Full Paper)
Uncontrolled Keywords: Cause related marketing; Business ethics; Corporate social responsibility
Subjects: N000 Business and Management > N500 Marketing
N000 Business and Management > N100 Business studies
Faculties: Brighton Business School > Marketing Research Group
Depositing User: business editor
Date Deposited: 21 Aug 2008
Last Modified: 29 May 2012 14:07
URI: http://eprints.brighton.ac.uk/id/eprint/5071

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