Sage Journals: Discover world-class research

Abstract

During the past four years, Avon's 450,000 U.S. sales representatives have raised $22 million to provide access to breast cancer screening and education. The representatives often incorporate breast cancer awareness into their conversations with clients and provide related literature. The National Alliance of Breast Cancer Organizations and the YWCA. are Avon's partners in this effort.

American Express and Share Our Strength, an anti-hunger organization, have joined forces on multiple endeavors since 1991. Among them are Taste of the Nation, an annual nationwide series of fundraising events, now in its seventh year, supported by thousands of volunteer restaurateurs and chefs and Charge Against: Hunger, a national cause-related marketing campaign that ran for three years.

Get full access to this article

View all access options for this article.

References

Andreasen

A. R.

(1996, November/December). Profits for nonprofits: Find a corporate partner. Harvard Business Review..

Coleman

(1990). Foundations of social theory.Cambridge, MA: Harvard University Press.

Dexter

L. A.

(1970). Elite and specialized interviewing.Evanston, IL: Northwestern University Press.

Drumwright

M. E.

(1994, July). Socially responsible organizational buying: Environmental concern as a noneconomic buying criterion. Journal of Marketing, 58, 1–19.

Drumwright

M. E.

(1996, October). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60, 72–88.

Heide

J. B.

John

(1988, January). The role of dependence balancing in safeguarding transaction-specific assets in conventional channels. Journal of Marketing, 52, 20–35.

Holsten

J. A.

Gubrium

J. F.

(1995). The active interview.Thousand Oaks, CA: Sage.

Lambert

D. M.

Emmelhainz

M. A.

Gardner

J. T.

(1996, Summer). So you think you want a partner?Marketing Management, 5, 25–41.

Mccracken

(1988). The long interview.Newbury Park, CA: Sage.

10.

Morgan

R. M.

Hunt

S. D.

(1994, July). The commitment-trust theory of relationship marketing. Journal of Marketing, 62, 20–38.

11.

Nonaka

Takeuchi

(1995). The knowledge-creating company.New York: Oxford University Press.

12.

Putnam

(1994). Making democracy work.Princeton, NJ: Princeton University Press.

13.

Putnam

(1995). Tuning in, tuning out: The strange disappearance of social capital in America. PS Political Science & Politics, 28(4), 664–683.

14.

Smith

(1994, May/June). The new corporate philanthropy. Harvard Business Review, 72, 105–116.

15.

Spekman

R. E.

Forbes

T. M.

Isabella

L. A.

III Macavoy

T. C.

(1995). Alliance management: A view from the past and a look to the future (Working Paper No. 95–119). Cambridge, MA: Marketing Science Institute.

16.

Spiggle

(1994, December). Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21, 491–503.

17.

Strauss

A. L.

(1990). Qualitative analysis for social scientists.Cambridge, MA: Cambridge University Press.

18.

Varadarajan

P. R.

Menon

(1988, July). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52, 58–74.

Social Alliances: Company/Nonprofit Collaboration

Abstract

Get full access to this article

References