search query: @freeterm employee participation / total: 2
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| Author: | Liu, G. Liston-Heyes, C. Ko, W. |
| Title: | Employee participation in cause-related marketing strategies: a study of management perceptions from British consumer service industries |
| Journal: | Journal of Business Ethics
2010 : MAR, VOL. 92:2, p. 195-210 |
| Index terms: | human resource management social responsibility stakeholders |
| Freeterms: | corporations employee participation |
| Language: | eng |
| Abstract: | The aim of cause-related marketing (CRM) is to publicise and capitalise on a firms corporate social performance (CSP) by improving its legitimacy in the stakeholder point of view. This study concentrates on the firms internal stakeholders, the employees, and the degree of their participation in the selection of social campaigns. Whilst the difficulties of managing a firm with lost or damaged legitimacy in the employees' eyes are well known, little is understood about how much managers and their social partners listen to and involve their employees in the legitimation process. Through telephone interviews with non-profit organisations and senior managers of firms in service sector, employee involvement in CRM campaigns and its perceived benefits are investigated. It is found that (i) the extent of employee participation differs significantly between firms; (ii) more extensive CRM campaigns are usually managed centrally with relatively less employee participation than smaller ones and (iii) financial services firms more likely make CRM decisions centrally, with less employee participation than retail services firms. |
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