Success Factors of Cause-Related Marketing – What Developing Countries Can Learn from a German Sweets Campaign

Adrienne Steffen,Sabine Günther

doi:10.5171/2013.724720

Abstract

The case examines the role of corporate social responsibility (CSR) and cause-related marketing (CM) in current business. The analysis shows that CSR in developing countries is not yet as widely practiced as in developed countries. Because of the popularity and rise of CSR campaigns, companies in developed countries have difficulties to differentiate themselves through ordinary CSR activities and some have moved to CM instead. CM campaigns have been found to increase consumer participation and loyalty. Based on an accompanied shopping study that was conducted in Germany and previously published research, a national German CM campaign of the company HARIBO is discussed. Consumers who bought a bag of gummy bears supported the campaign with 1 cent per consumed bag. Once € 1mio was collected, HARIBO doubled the donation sum to support 16 social projects targeting children in need. Five success indicators are introduced to evaluate the HARIBO campaign and the lessons learnt for developing countries.

Highlights

Prosperity is measured in terms of economic growth and this economic growth in turn has been associated with increasing energy use and climate changes in the past
The case examines the role of corporate social responsibility (CSR) and cause-related marketing (CM) in current business
The HARIBO CM campaign was highly successful in Germany, it is advisable for companies in the MENA region to not copy CSR strategies from developed countries

Summary

Introduction

Prosperity is measured in terms of economic growth and this economic growth in turn has been associated with increasing energy use and climate changes in the past. Tackling global warming and the depletion of resources is one of the main concerns the world faces. Many developing countries like India and China are outperforming developed countries in many respects and new economic powerhouses are developing. The new economy and shifting world requires innovation, new solutions and more responsible business practices in all countries around the globe especially in these newly developing countries As a consequence companies will have to participate in global networks, as responsible business practices do not work in isolation or a vacuum. They can be seen as “open systems” dependent on some

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