Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio

@article{Krishna2009CauseMS,
  title={Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio},
  author={Aradhna Krishna and Uday Rajan},
  journal={Management Science},
  year={2009},
  volume={55},
  pages={1469-1485}
}
T number of firms carrying a cause-related product has significantly increased in recent years. We consider a duopoly model of competition between firms in two products to determine which products a firm will link to a cause. We first test the behavioral underpinnings of our model in two laboratory experiments to demonstrate the existence of both a direct… CONTINUE READING