Cause-Related Marketing and Strategic Agility: An Integrated Framework for Thriving in a Dynamic Environment
File(s)
Date Issued
2012
Author(s)
Abstract
This article posits a framework that illustrates how the concepts of strategic agility and causerelated marketing are synthesized in order to generate a sustainable competitive advantage
through superior brand awareness and positive corporate reputation. This paper reflects how
CRM and strategic agility in the context of creating and sustaining a competitive advantage in a
hyper-dynamic environment, can complement and magnify each other's traditional context of
analysis. Moreover, this article appears to be the first of its kind to theoretically examine the
dynamics implied by synthesizing these, so far, distinct concepts. In conclusion, the paper
posits a set of research directions designed to enable scholars to further advance the integration
of strategic agility and CRM from both problem-driven theory development as well as theorydriven practice management perspectives
through superior brand awareness and positive corporate reputation. This paper reflects how
CRM and strategic agility in the context of creating and sustaining a competitive advantage in a
hyper-dynamic environment, can complement and magnify each other's traditional context of
analysis. Moreover, this article appears to be the first of its kind to theoretically examine the
dynamics implied by synthesizing these, so far, distinct concepts. In conclusion, the paper
posits a set of research directions designed to enable scholars to further advance the integration
of strategic agility and CRM from both problem-driven theory development as well as theorydriven practice management perspectives