Corporate Social Responsibility
a case study of Alpargatas Havaianas &Institute of Ecological Research-IPÊ, Brazil
DOI:
https://doi.org/10.23925/2179-3565.2023v14i1p65-76Palabras clave:
Corporate Social Responsibility, Cause Related Marketing, IPÊ, BrazilResumen
The present paper approaches Corporate Social Responsibility through a case study concerning Cause Related Marketing, whose concept is defined by strategic partnerships between companies and social organizations. The enterprises invest on the social cause, promoting the corporate social responsibility, whereas the social organizations receive financial resources for their causes, and both gain visibility. Nowadays, it is quite common to find enterprises worldwide which include private social investment in their market strategies to add value and credibility to their brands. However, in Brazil few enterprises are aware of the possibility to use this tool of Cause Related Marketing (CRM). The scope of this study is to understand and clarify the kind of partnership between Alpargatas-Havaianas and Institute of Ecological Research-IPÊ, in Brazil, as well as identify the main challenges of the partnership developed by both. To reach this aim, bibliographic research was performed, followed by document analysis, partially structured in-depth interviews, besides direct observation in some stores. The partnership started in 2004 and showed to have well structured principles of CRM, concerning the alignment between the parties, formal partnership, social cause, donation mode and duration. It was observed that the sales people in the exclusive stores for Havaianas and IPÊ sandals can be more well trained, and communication on the partnership for the consumer can be strengthened. Cause Related Marketing showed to be an important tool for Corporate Social Responsibility.
Citas
Adkins, Sue. Cause Related Marketing: Who Cares Wins. London: Butterworth-Heinemann, 2ª edição,2004.
Biglione, Ana. Como as empresas podem usar seus recursos, expertise e conhecimento gerencial para apoiar
organizações sociais e as vantagens do Marketing Relacionado a Causas, 2007. Available at:
http://www.idis.org.br. Accessed on 20.05.2022.
Brown, Lester R. Plano B: Mobilização para salvar a civilização. New contente, 2009.
Correa, Renata Martins. Os níveis de Consciência Organizacional, sob a Perspectiva da Responsabilidade
Social. Dissertação Mestrado. Pontifícia Universidade Católica – SP Brasil, 2012.
Dowbor, Ladislau. Democracia Econômica: Alternativas de Gestão Social, 2010. Available at:
http://dowbor.org./artigos. Accessed on 20.03.2022.
Dowbor, Ladislau. Inovação Social e Sustentabilidade, 2009. Available at:
http://dowbor.org./artigos. Accessed on 20.03.2022.
Elkington, J. Cannibals with Forks: The Triple Bottom Line of the 21st Century, New Society
Publishers, Stoney Creek, CT, 1998.
Erdogan, B.Z.; Torun, T.; Gonulluoglu, S. Effects of materialism and religious values on attitudes towards
cause-related marketing. Social Business, 2014, vol. 4, no. 2, p. 153-168.
Ethos. Instituto Ethos de Empresas e Responsabilidade Social. Responsabilidade Social Empresarial para
Micro e Pequenas Empresas, 2021. Available at: http://www.ethos.com.br. Accessed on: 05.06. 2022.
Flick, U. Uma Introdução à Pesquisa Qualitativa. 2 ed. Porto Alegre: Bookman, 2004 p. 143-163.
Guevara, Arnoldo José de Hoyos et al. (org). Consciência e Desenvolvimento Sustentável nas
Organizações. Ed. Campus. São Paulo, 2009.
Hartmann, M.; Klink, J., Simons, J. Cause related marketing in the German retail sector: exploring the
role of consumers. Food Policy, 2015, 52, p. 108-114.
Heikkurinen, P., Bonnedahl, K. Corporate responsibility for sustainable development: a review and conceptual comparison of market- and stakeholder-oriented strategies. Journal of Cleaner Production 43, 191-198, 2013.
Henderson, Hazel. Construindo um mundo onde todos ganhem, São Paulo, Ed. Culturix, 1996
Hensley et al. Millennial consumers’ responses to cause-related marketing in support of LGBTQ homeless
Youth. Soc. Sci., 8 (8) (2019).
Idis – Instituto para o Desenvolvimento do Investimento Social. Guia Prático de Marketing Relacionado a
Causas: diretrizes e casos. São Paulo, 2007.
Idis – Instituto para o Desenvolvimento do Investimento Social. Relatório “Growing Opportunity:
Entrepreneurial Solutions to Insoluble Problems”, 2007. Available at:: http://www.idis.org.br. Accessed on
02.2022.
Instituto Carbono Brasil. Consumidor ligado a causas sociais, 2010. Available at:
http://www.institutocarbonobrasil.org.br. Accessed on 05.05.2022.
Ipê- Instituto de Pesquisas Ecológicas, 2015. Available at:< http://www.ipe.org.br. Accessed on 15.07.2022.
Jamie et al. Engaging gen Y customers in online brand communities: a cross-national assessment. Int. J.
Inform. Manag. Elsevier Ltd, 56 (2021), p. 102252.
Kuo, A.; Rice, D.H. The impact of percentual congruence on the effectiveness of cause-related marketing
campaigns. Journal of Consumer Psychology, 2015, 25 (1), p. 78-88.
Lee, J.Y; Johnson, K.K.P. Cause-related marketing strategy types: assessing their relative effectiveness
J. Fash. Mark. Manag., 23 (2) (2019), pp. 239-256.
Lerro et al. Cause related marketing among Millennial consumers: the role of trust and loyalty in the food
industry. Sustainability (Switzerland), 11 (2) (2019).
Malhotra, N. K. Pesquisa de marketing. Uma orientação aplicada, 2005. 4 ed. São Paulo: Bookman.
Maniatis, P. Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production 1-14, 2015
Mazzotti-Alves, A J. O método nas Ciências Naturais e Sociais – pesquisa quantitativa e qualitativa, São
Paulo: Pioneira, 1998.
Mititelu, C. Fiorani, G.; Mariani, S. Cause related marketing: Armani initiative ‘Acqua for Life’.
International Review Public Nonprofit Marketing, 2014, 11, p. 285-305.
Ritter, A., Borchardt, M., Vaccaro, G., Pereira, G. Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production 106, 507-520, 2015.
Robinson, S.R.; Irmak, C.; Jayachandran, S.. Choice of cause in cause-related marketing. Journal of
Marketing, 2012, vol. 76, p. 126-139.
Rundio, A.; Heere, B.; Newland B. Cause-related versus non-cause-related sport events: differentiating
endurance events through a comparison of athletes’ motives. Sport Marketing Quaterly, 2014, 23, p. 17-26.
Senge, Peter. Presença: Propósito Humano e o Campo do Futuro. São Paulo, 2007.
Urwin; Joao. Generation Y’s perceived preference for green hotel. Afric. J. Hospital. Tour.
Leisure, 9 (2) (2020), pp. 1-20.
Varadorajan, P. Rajan; Menon, Anil. “Cause related marketing: a coaliment of marketing strategy and
corporate philantropy”. Journal of Marketing, 1988.
Voltolini, Ricardo. Marketing Relacionado a Causas, 2006. Available at: http://www.marketingsocial.kit.net/artigos. Accessed on 08 .02. 2022.
Yin, R. K. Estudo de caso: planejamento e métodos, 2005. 2. ed. Porto Alegre: Bookman.
Zenone, C.L. Marketing Social, Editora Thonson, 2006.
Descargas
Publicado
Número
Sección
Licencia
This Journal is licensed under a Creative Commons Attribution-Non Commercial-No Derivers 4.0 International license.
1.The author (s) authorize the publication of the article in the journal;
2.The author (s) warrant that the contribution is original and unpublished and is not in the process of being evaluated in other journal (s);
3. The journal is not responsible for the opinions, ideas and concepts emitted in the texts, as they are the sole responsibility of its author (s);
4. The editors are entitled to make textual adjustments and to adapt the articles to the standards of publication.
