Title: Cause-related marketing, product innovation and extraordinary sustainable leadership: the root towards sustainability

Authors: Michael Christofi; Erasmia Leonidou; Demetris Vrontis

Addresses: School of Business and Management, University of Gloucestershire, 6, Pentelis Street, Makedonitissa, 2401 Nicosia, Cyprus ' School of Business and Management, University of Gloucestershire, 6, Pentelis Street, Makedonitissa, 2401 Nicosia, Cyprus ' School of Business, University of Nicosia, 46, Makedonitissis Avenue, 1700 Nicosia, Cyprus

Abstract: This article posits a framework that illustrates how the concepts of cause-related marketing, product innovation and extraordinary sustainable leadership are conjoined in order to create a sustainable organisation. The intended contributions are: to accumulate the state of academic research on successful sustainable development within organisations, and to identify important underdeveloped connections between cause-related marketing, product innovation and extraordinary sustainable leadership on the one hand, with the three-dimensional concept of sustainability on the other hand. Moreover, this manuscript, to our knowledge, appears to be the first of its kind to theoretically examine the dynamics implied by synthesising these, so far, distinct concepts. Within the model explication, we offer a set of research directions designed to enable researchers to further enhance the integration of the aforementioned concepts from both problem-driven theory development as well as theory-driven practice management dimensions.

Keywords: sustainability; cause-related marketing; product innovation; sustainable leadership; sustainable development.

DOI: 10.1504/GBER.2015.066533

Global Business and Economics Review, 2015 Vol.17 No.1, pp.93 - 111

Received: 03 Apr 2013
Accepted: 25 Sep 2013
Published online: 24 Dec 2014 *

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