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  1.  35
    Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions From British Consumer Service Industries.Gordon Liu, Catherine Liston-Heyes & Wai-Wai Ko - 2010 - Journal of Business Ethics 92 (2):195-210.
    The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm's corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm's internal stakeholders - i.e. its employees - and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about the (...)
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  2.  17
    An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives.Gordon Liu & Wai-Wai Ko - 2011 - Journal of Business Ethics 100 (2):253-281.
    Cause- related marketing is an effective marketing tool for promoting corporate span class =' span
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  3.  26
    Social Alliance and Employee Voluntary Activities: A Resource-Based Perspective. [REVIEW]Gordon Liu & Wai-Wai Ko - 2011 - Journal of Business Ethics 104 (2):251-268.
    The corporate social responsibility literature devotes relatively little attention to the strategic role played by employee voluntary activities (EVAs) in social alliances. Using the resource-based perspective of the organization to frame the data collection and the analyses, this article investigates: (1) the role of EVAs in the development of corporate and non-profit organizations (NPOs) competitive assets and (2) the management approaches to how both parties can develop their own resources by combining them with the shared resources with the purpose of (...)
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  4.  26
    Strategic Direction of Corporate Community Involvement.Gordon Liu, Teck-Yong Eng & Wai-Wai Ko - 2013 - Journal of Business Ethics 115 (3):469-487.
    Previous research on corporate community involvement (CCI) initiatives indicates that such behaviour is critical for building neighbourhood relationships and extending corporate influence in the community, but there is little theoretical work that provides a clear picture of managing the nature of the initiatives from different stakeholder management approaches. Drawing from theoretical insights of stakeholder theory and the concept of social capital, this article proposes nine strategic directions for CCI initiatives, and concludes by discussing the management implications of the proposed strategic (...)
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