Citation

Polonsky MJ, Wood G. J. Macromark. 2001; 21(1): 8-22.

Copyright

(Copyright © 2001, SAGE Publishing)

DOI

10.1177/0276146701211002

PMID

unavailable

Abstract

The role of social responsibility within business has been debated for decades. It appears that there is a growing understanding that doing the right thing for society can not only be good for business but is also a responsibility of the modern corporation. Causes, corporations, and society have benefited from corporate involvement with social issues. However, it also appears that in some cases, there may be potential pitfalls associated with merging social and corporate objectives. The “overcommercialization” of some activities designed to benefit society may in fact harm those that these activities are trying to help. This article examines potential pitfalls associated with cause-related marketing and provides recommendations for reducing the potential negative consequences.