How can corporate social responsibility campaigns enhance marketing strategies : LIDL’s approach

• Autor(a) principal: Morais, Madalena Palminha Andreta
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20616
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The present study pretends to expose and clarify one of the main controversial issues and challenges of marketing these days: the implementation of Corporate Social Responsibility campaigns to achieve better commercial figures. How it is ethical perceived by consumers and how can it be built in order to be perceived as a win-win situation for both parties: corporation and consumers. This topic came as a result of a reflection about these matters that followed an internship in the referred corporation: Lidl & CIA. Lidl’s “Goodness Gang 2014” campaign was analyzed carefully, being the core example of this project for its success in terms of sales and social goals. Due to the lack of statistics given by the company, a quantitative metric and a survey were created to better analyze consumers’ response to it.