Understanding and implementing CRM initiatives in international markets

Abstract

Purpose

Drawing from prior research, the purpose of this paper is to outline the benefits of cause-related marketing (CRM) campaigns for the sponsoring multinational organization and the non-profit, to examine the impact of firm–cause fit and how this fit forms and to describe consumer reactions to CRM campaigns. With this backdrop, the paper offers recommendations for how multinational corporations (MNCs) should undertake international CRM activities.

Design/methodology/approach

A comprehensive literature review, undertaken with a theoretical lens, helps reveal how CRM campaigns can be executed in international markets.

Findings

With accurate country market assessments, MNCs are better prepared to integrate with the local environment and deliver effective CRM strategies and value.

Practical implications

This paper offers guidance for MNCs that are interested in expanding internationally in terms of how to develop an effective CRM in international markets. In addition, it explores relationship elements that are critical for creating a successful, synergistic relationship between the firm and the non-profit.

Originality/value

When adopted effectively, CRM can be a valuable tool for firms as they expand internationally, by establishing relationships with local customers. This research suggests guidelines for multinationals to consider as they expand their presence globally and apply CRM in broader contexts.

Citation

Roggeveen, A.L. and Beitelspacher, L. (2020), "Understanding and implementing CRM initiatives in international markets", International Marketing Review, Vol. 37 No. 4, pp. 735-746. https://doi.org/10.1108/IMR-04-2019-0121