Anything Goes in Cause Related Marketing?: The Case of the ‘Solidarity' Traffic Radar

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Author(s): M. Mercedes Galan-Ladero (University of Extremadura, Spain)and Clementina Galera-Casquet (University of Extremadura, Spain)
Copyright: 2020
Pages: 13
Source title: Conceptual and Theoretical Approaches to Corporate Social Responsibility, Entrepreneurial Orientation, and Financial Performance
Source Author(s)/Editor(s): Inna Sousa Paiva (Business Research Unit, Instituto Universitário de Lisboa, Portugal)and Luísa Cagica Carvalho (Polytechnic Institute of Setubal, Portugal & CEFAGE, University of Évora, Portugal)
DOI: 10.4018/978-1-7998-2128-1.ch005

Keywords: Business & Management / Business Science Reference / Corporate Social Responsibility / Entrepreneurship

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Abstract

Cause-related marketing (CRM) is currently considered one of the main initiatives of corporate social responsibility (CSR). CRM programs offer numerous advantages for all the parties involved: companies, non-profit organizations, and consumers. Examples of CRM programs can be found in virtually every country in the world. Although most CRM campaigns succeeded, several of them were involved in some scandals. In Spain, an example of the controversy caused by CRM campaigns resurfaced with the installation of the so-called “solidarity traffic radar.” The aim of this chapter is to offer a case study about this campaign, where a private company managed this traffic radar. Half of the money that was raised in fines was given to the Town Council, which in turn decided to donate it to needy local families, that is, it was allocated to social aid. Thus, this case study discusses if anything goes in CRM, or there is sometimes a trivialization of solidarity.

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Anything Goes in Cause Related Marketing?: The Case of the ‘Solidarity' Traffic Radar

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