Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/26986
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Christofi, Michael | - |
dc.contributor.author | Leonidou, Erasmia | - |
dc.date.accessioned | 2022-11-01T07:25:43Z | - |
dc.date.available | 2022-11-01T07:25:43Z | - |
dc.date.issued | 2012 | - |
dc.identifier.citation | 5th Annual EuroMed Conference of the EuroMed Academy of Business, 2012 | en_US |
dc.identifier.uri | https://hdl.handle.net/20.500.14279/26986 | - |
dc.description.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 | en_US |
dc.format | en_US | |
dc.language.iso | en | en_US |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | en_US |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Brand awareness | en_US |
dc.subject | Corporate reputation | en_US |
dc.subject | Strategic agility | en_US |
dc.subject | Cause-related marketing | en_US |
dc.subject | Competitive advantage | en_US |
dc.title | Cause-Related Marketing and Strategic Agility: An Integrated Framework for Thriving in a Dynamic Environment | en_US |
dc.type | Conference Papers | en_US |
dc.collaboration | University of Gloucestershire | en_US |
dc.subject.category | Media and Communications | en_US |
dc.country | United Kingdom | en_US |
dc.subject.field | Social Sciences | en_US |
dc.relation.conference | Annual Conference of the EuroMed Academy of Business (EMAB) | en_US |
cut.common.academicyear | 2011-2012 | en_US |
item.cerifentitytype | Publications | - |
item.languageiso639-1 | en | - |
item.grantfulltext | none | - |
item.fulltext | No Fulltext | - |
item.openairetype | conferenceObject | - |
item.openairecristype | http://purl.org/coar/resource_type/c_c94f | - |
crisitem.author.dept | Department of Management, Entrepreneurship and Digital Business | - |
crisitem.author.dept | Department of Communication and Marketing | - |
crisitem.author.faculty | Faculty of Tourism Management, Hospitality and Entrepreneurship | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.orcid | 0000-0002-7457-2701 | - |
crisitem.author.parentorg | Faculty of Tourism Management, Hospitality and Entrepreneurship | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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