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- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
內容大綱
3M Canada (3M) has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF, or the Foundation) since 2005. In support of the CBCF, 3M has produced and sold "pink products" (products that bear the pink ribbon, such as Post-it-Notes and flag pens, Nexcare bandages, and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines the corporate sponsorship relationship, specifically how 3M's brand manager for Post-it brand office products can further activate the relationship with CBCF. The brand manager's marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign.