Cause-related marketing strategy in a supply chain: A theoretical analysis and a case study

With the development of commodity market, corporate social responsibility (CSR) has become a topic widespread concern for both enterprises and society. Cause-related marketing (CRM), as an effective tool to fulfill their responsibility, is rapidly being applied all stages supply chain. However, there no conclusive evidence on implementation strategy CRM chain members. In this paper, we study decision pricing strategies manufacturer retailer by constructing models two scenarios: implements CRM, CRM. We conclude that donation percentage pro-sociality consumers have significant impact strategic decisions The wholesale selling prices will be higher when Our result also shows are profitable in only amount exceeds certain percentage. addition, maximize profits, more likely allow implement optimally positioned high or high.