As The Open University celebrates its 50th anniversary, Gordon Liu, Professor of Marketing Strategy, will deliver his inaugural lecture on how effective corporate social responsibility strategies enhance a firm’s reputation with its key stakeholders.
Cause-related marketing seeks to enhance a firm’s legitimacy. This is achieved by publicising and capitalising on the company’s corporate social responsibility accomplishments. More specifically, it focuses on designing corporate social responsibility strategies and communication of the associated achievements, to enhance a firm’s reputation with its key stakeholders. This in turn improves long-run profitability and stakeholder relationships.
Professor Liu will explore the formats of cause-related marketing campaigns and the specific ways of implementing these strategies. Hewill argue the opportunities (benefits) that such campaigns can bring to private businesses as well as social enterprises/non-profits. He will also discuss the potential threats faced by corporate and social enterprise/non-profit managers when implementing cause-related marketing strategies.