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  1.  61
    Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making.Gordon Liu - 2013 - Journal of Business Ethics 113 (2):243-263.
    The purpose of cause-related marketing is to capitalise on a firm’s social engagement initiatives to achieve a positive return on a firm’s social investment. This article discusses two strategic perspectives of cause-related marketing and their impact on a firm’s decision-making regarding campaign development. The instrumental dominant logic of cause-related marketing focuses on attracting customers’ attention in order to generate sales. The relational dominant logic of cause-related marketing focuses on building relationships with the target stakeholders through the enhancement of a firm’s (...)
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  2.  33
    Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions From British Consumer Service Industries.Gordon Liu, Catherine Liston-Heyes & Wai-Wai Ko - 2010 - Journal of Business Ethics 92 (2):195-210.
    The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm's corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm's internal stakeholders - i.e. its employees - and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about the (...)
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  3.  8
    How and When Socially Entrepreneurial Nonprofit Organizations Benefit From Adopting Social Alliance Management Routines to Manage Social Alliances?Gordon Liu, Wai Wai Ko & Chris Chapleo - 2018 - Journal of Business Ethics 151 (2):497-516.
    Social alliance is defined as the collaboration between for-profit and nonprofit organizations. Building on the insights derived from the resource-based theory, we develop a conceptual framework to explain how socially entrepreneurial nonprofit organizations can improve their social alliance performance by adopting strategic alliance management routines. We test our framework using the data collected from 203 UK-based SENPOs in the context of cause-related marketing campaign-derived social alliances. Our results confirm a positive relationship between social alliance management routines and social alliance performance. (...)
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  4.  26
    Social Alliance and Employee Voluntary Activities: A Resource-Based Perspective. [REVIEW]Gordon Liu & Wai-Wai Ko - 2011 - Journal of Business Ethics 104 (2):251-268.
    The corporate social responsibility literature devotes relatively little attention to the strategic role played by employee voluntary activities (EVAs) in social alliances. Using the resource-based perspective of the organization to frame the data collection and the analyses, this article investigates: (1) the role of EVAs in the development of corporate and non-profit organizations (NPOs) competitive assets and (2) the management approaches to how both parties can develop their own resources by combining them with the shared resources with the purpose of (...)
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  5.  24
    Strategic Direction of Corporate Community Involvement.Gordon Liu, Teck-Yong Eng & Wai-Wai Ko - 2013 - Journal of Business Ethics 115 (3):469-487.
    Previous research on corporate community involvement (CCI) initiatives indicates that such behaviour is critical for building neighbourhood relationships and extending corporate influence in the community, but there is little theoretical work that provides a clear picture of managing the nature of the initiatives from different stakeholder management approaches. Drawing from theoretical insights of stakeholder theory and the concept of social capital, this article proposes nine strategic directions for CCI initiatives, and concludes by discussing the management implications of the proposed strategic (...)
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  6.  7
    The Transformation from Traditional Nonprofit Organizations to Social Enterprises: An Institutional Entrepreneurship Perspective.Wai Wai Ko & Gordon Liu - 2021 - Journal of Business Ethics 171 (1):15-32.
    The development of commercial revenue streams allows traditional nonprofit organizations to increase financial certainty in response to the reduction of traditional funding sources and increased competition. In order to capture commercial revenue-generating opportunities, traditional nonprofit organizations need to deliberately transform themselves into social enterprises. Through the theoretical lens of institutional entrepreneurship, we explore the institutional work that supports this transformation by analyzing field interviews with 64 institutional entrepreneurs from UK-based social enterprises. We find that the route to incorporate commercial processes (...)
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