Cause-related marketing

As The Open University celebrates its 50^th anniversary, Gordon Liu, Professor of Marketing Strategy, delivered his inaugural lecture on how effective corporate social responsibility strategies enhance a firm’s reputation with its key stakeholders.

In this lecture, he explored the formats of cause-related marketing campaigns and the specific ways of implementing these strategies. He looked at the opportunities (benefits) that such campaigns can bring to private businesses as well as social enterprises/non-profits. He also discussed the potential threats faced by corporate and social enterprise/non-profit managers when implementing cause-related marketing strategies.

Watch the video:

Cause-related marketing

About Professor Gordon Liu

Gordon Liu, Professor of Marketing Strategy, received his PhD from Royal Holloway, University of London (UK) in 2008. Now based in The Open University Business School, his research interests lie in exploring the ways that marketing strategies are implemented in business and social enterprises/non-profits. This includes ideas related to product innovation/new product development, strategic orientation/capabilities, and networks/strategic alliance.