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3. The effect of cause-related marketing on firm value: a look at Fortune's most admired all-stars

Author

Woodroof, Parker J., Deitz, George D., Howie, Katharine M., and Evans, Robert D.

Subjects
Fortune (Periodical), Corporate social responsibility -- Economic aspects, Cause marketing -- Influence, Value (Economics) -- Analysis, Business enterprises -- Media coverage -- Economic aspects -- Social aspects, Brand equity -- Analysis, Advertising, marketing and public relations, Business
Abstract

Companies are increasing their use of cause-related marketing as a means of communicating their commitment to corporate social responsibility while accomplishing their strategic goals. Although prior studies suggest that consumers react positively to cause-related marketing programs, understanding of their impact on financial performance remains limited. To address this gap, the authors employ an event study to examine the effects of cause-related marketing announcements on shareholder value using a sample of firms that appeared on Fortune's Most Admired All-Star list between 2005 and 2017. Study results show that announcement of these initiatives results in a significant loss of shareholder value. These losses are most pronounced for firms making monetary-only contributions, in comparison to those that make in-kind donations. In addition, the negative effects are mitigated for firms that have stronger reputations, have greater resource slack, and operate in more dynamic industries. Moreover, low-reputation and low-slack firms benefit most from in-kind contributions., Author(s): Parker J. Woodroof [sup.1] , George D. Deitz [sup.2] , Katharine M. Howie [sup.3] , Robert D. Jr Evans [sup.4] Author Affiliations: (Aff1) 0000 0001 2161 1001, grid.266128.9, University [...]

Published
2019
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6. Nonprofit quality: What is it and why should nonprofits care?

Author

Woodroof, Parker J., Howie, Katharine M., and Peasley, Michael C.

Abstract

This manuscript examines a quality‐oriented philosophy in a nonprofit context utilizing semi‐structured interviews with nonprofit executive directors. The findings indicate that nonprofit organizations do seek continuous improvement and value a long‐term focus, consistent with for‐profit quality aspirations. However, factors unique to the structure of nonprofit organizations exist and contribute to organizational quality. The interviews converged to highlight five areas that relate to organizational quality in nonprofit organizations: donor relationships, organizational transparency, board member involvement, talent recruitment, and employee commitment. The findings indicate that a quality‐oriented approach to nonprofit governance affects an organization's ability to secure funding and address the mission of the respective organization more efficiently and effectively. Thus, it is suggested that incorporating a quality‐oriented philosophy creates a competitive advantage for nonprofit organizations in an increasingly saturated market.

Published
2021
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