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Cause-related marketing

Tuesday, September 10, 2019 - 15:00 to 16:00
Berrill Lecture Theatre, Walton Hall, The Open University, MK6 7AA

As The Open University celebrates its 50th anniversary, Gordon Liu, Professor of Marketing Strategy, will deliver his inaugural lecture on how effective corporate social responsibility strategies enhance a firm’s reputation with its key stakeholders.

Attend in person

Watch the webinar online

Please take the opportunity to have your questions answered by our speakers LIVE during the event:

Email your questions Use #OUtalks on Twitter


Cause-related marketing seeks to enhance a firm’s legitimacy. This is achieved by publicising and capitalising on the company’s corporate social responsibility accomplishments. More specifically, it focuses on designing corporate social responsibility strategies and communication of the associated achievements, to enhance a firm’s reputation with its key stakeholders. This in turn improves long-run profitability and stakeholder relationships.

I will explore the formats of cause-related marketing campaigns and the specific ways of implementing these strategies. I will argue the opportunities (benefits) that such campaigns can bring to private businesses as well as social enterprises/non-profits. I will also discuss the potential threats faced by corporate and social enterprise/non-profit managers when implementing cause-related marketing strategies.

Watch what Professor Liu has to say about his lecture in the trailer video below:

About Professor Gordon Liu

Gordon Liu, Professor of Marketing Strategy, received his PhD from Royal Holloway, University of London (UK) in 2008. Now based in The Open University Business School, his research interests lie in exploring the ways that marketing strategies are implemented in business and social enterprises/non-profits. This includes ideas related to product innovation/new product development, strategic orientation/capabilities, and networks/strategic alliance.

Read more about Gordon Liu

Event Programme

Timings Item
14:00 - 15:00 Tea/coffee on arrival
15:00 - 15:40 Inaugural lecture: Cause-related marketing
15:40 - 16:00 Q & A
16:00 - 17:00 Drinks reception

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