Product Red. A Comparison of the consequentialist and deontological view

Seminar paper from the year 2016 in the subject Business economics - Business Ethics, Corporate Ethics, grade: 1.0, language: English, abstract: Product Red. A comparison of the consequentialist and deontological view: This is my papers issue. To entirely register the theme, one has to deal with Cause-Related Marketing in general at first. Cause-Related Marketing (CRM) is subordinated to Corporate Social Responsibility (CSR) which is comparable to the term Corporate Philanthropy. Basically CSR labels a range of "corporate activities, with the common goal of achieving the triple bottom line-based on financial, social and environmental objectives." (Ponte et al. (2009) p. 302) Thus, CRM is a kind of marketing, as its task is to sell a product or service "by highlighting the fact that part of the profit or sale price will be donated to a good cause." (Ponte/Richey (2014) p. 67) In most cases the donated amount depends on the volume of sales during the campaign but the purpose is clearly "to benefit the cause and society." (Conaway/Laasch (2012) p. 111) The pioneer of CRM - American Express - first used this strategy in the 1980s, when they combined their credit card selling with regional causes in the US, one example being the restoration of the Statue of Liberty. As an effect, they did not only collect money for a good purpose but could also raise their card use tremendously. Since then, the amount of CRM campaigns has increased steadily being boosted by the development of Social Media and globalisation.