From cause-related marketing strategy to implementation in professional basketball organizations : a matter of alignment

Research Question: Research on cause related marketing (CRM) in sport has mostly focused on conceptualization rather than on implementation. The purpose of this paper is to add to that knowledge by exploring the specific CRM implementation decisions an organization attempts to make, and to what extent these are in line with the defined strategy. Research Methods: Employing a qualitative method and drawing on the analysis of 16 interviews in four European countries, this research explored managerial decision-making with regards to CRM strategy implementation in European professional basketball. Results and Findings: The findings reveal that the majority of the teams studied have marketing expectations behind their CRM engagement, but inconsistencies in implementation prevent them from leveraging CRM to its maximal potential. Depending on the type of CRM strategy adopted, 'mis-alignment' between strategy and implementation is caused by environmental, organizational or individual determinants. Implications: The proposed framework allows (sport) managers to view CRM strategy formulation and implementation simultaneously, rather than separately. It can assist sport managers to better integrate CRM projects, align them with strategy, and attain maximal win-win outcomes for both the organization and society