The Marketing of Employee Volunteerism

@article{Peloza2009TheMO,
  title={The Marketing of Employee Volunteerism},
  author={John H Peloza and Simon Hudson and Derek Nicholas Hassay},
  journal={Journal of Business Ethics},
  year={2009},
  volume={85},
  pages={371-386}
}
Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receive employee support. Our research quantitatively extends research by Peloza and Hassay (Journal of Business Ethics64(4), 357–379, 2006) who argued… CONTINUE READING

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