Choosing CRM

Abstract

Small and medium-sized enterprises (SMEs) considering implementing a cause-related marketing (CRM) program have a decision environment quite different from that of larger organizations. This case focuses on this decision for an entrepreneurial agribusiness in New Zealand, exploring alternative ways to support both social causes and business goals.

By directly and positively affecting consumer health, the environment, and animal welfare through their corporate social responsibility (CSR) practices, the SME examined is setting a foundation for future CRM efforts. The case outlines the reasons why a CRM program was determined to be inappropriate for the company at this point in their development and offers key considerations for managers facing the same decision.