| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 92 === Due to economic recession and environmental fluctuation, corporate philanthropy is in decline in recent years. While companies were reluctant to giving charities in a diffused and random way, cause-related marketing practices had got more intention in business world and were exercised in a variety of ways,
Facing the drastic decrease in donations in recent time and possible in the near future, the not-for-profit organizations(NPO) need to take a positive attitude toward participating in cause-related marketing initiated by corporations at the first step and even initiating cause-related marketing by themselves at the second step.
However, the barriers of participating in cause-related marketing have many forms. The structural form is more obvious ,which may be caused by the attributes of the specific not-for-profit organization, For instances, small scale, lack of skillful employees, mission ambiguity, etc., , may prevent corporations from pointing specific NPO as the receiver of the giving, However, the behavioral barriers are much more complex and needed to be studied in a delicate way. This research project tries to construct a behavioral model which demonstrate the barriers caused by attributes inside in the NPO, attributes of corporations, and fit of objectives, and other factors will be explored to explain the behavioral barriers. In short, this project has the attributes of philanthropy.
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