– This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services.
– Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance.
– The paper develops a conceptual framework that may serve to facilitate CRM success.
– Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation.
