Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil

Detalhes bibliográficos
Ano de defesa: 2016
Autor(a) principal: Basdereff, Donatella Françoise Nathalie
Orientador(a): Prado Júnior, Sérvio Túlio
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Marketing para causas sociais (MCS)
Empoderamento das mulheres
Empreendedorismo feminino
Desenvolvimento econômico
Estudo de caso de pesquisa
Palavras-chave em Inglês:
Cause-related marketing
Women empowerment
Women entrepreneurship
Economic development
Research case study
Link de acesso: http://hdl.handle.net/10438/17758
Resumo: Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives.
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spelling Basdereff, Donatella Françoise NathalieEscolas::EAESPGelis Filho, AntonioGelis Filho, AntonioRochman, Ricardo RatnerRochman, Ricardo RatnerPrado Júnior, Sérvio Túlio2017-01-16T18:30:15Z2017-01-16T18:30:15Z2016-11-16BASDEREFF, Donatella Françoise Nathalie. Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.http://hdl.handle.net/10438/17758Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives.Marketing para causas sociais pode oferecer oportunidades de contribuir ao empoderamento das mulheres ao mesmo tempo que tem um impacto positivo para empresas liderando aqueles programas. Este trabalho procura ampliar o conhecimento atual sobre o empoderamento e empreendedorismo feminino apoiando-se no recém fenômeno menos estudado de marketing para causas sociais de empoderamento feminino. Uma analise de estudo de caso procurou determinar duas áreas de interesse: (1) elementos de empoderamento e marketing para causas sociais incorporados ao programa, e (2) percepções individuais de empoderamento pelas próprias participantes. O estudou demostrou que no caso estudado (1) essa recém tendência corporativa é uma estratégia 'win-win' que usa elementos tradicionais de ambos empoderamento feminino e marketing para causas sociais; (2) empodera as participantes nas áreas psicológica, econômica, sociocultural e familiar e interpessoal das suas vidas.engCause-related marketingWomen empowermentWomen entrepreneurshipEconomic developmentResearch case studyMarketing para causas sociais (MCS)Empoderamento das mulheresEmpreendedorismo femininoDesenvolvimento econômicoEstudo de caso de pesquisaCiência políticaEmpreendedorismoMulheres - BrasilMarketing socialDesenvolvimento econômicoSocial cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazilinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas 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InstitucionalPRI
dc.title.eng.fl_str_mv Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
title Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
spellingShingle Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
Basdereff, Donatella Françoise Nathalie
Cause-related marketing
Women empowerment
Women entrepreneurship
Economic development
Research case study
Marketing para causas sociais (MCS)
Empoderamento das mulheres
Empreendedorismo feminino
Desenvolvimento econômico
Estudo de caso de pesquisa
Ciência política
Empreendedorismo
Mulheres - Brasil
Marketing social
Desenvolvimento econômico
title_short Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
title_full Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
title_fullStr Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
title_full_unstemmed Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
title_sort Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil
author Basdereff, Donatella Françoise Nathalie
author_facet Basdereff, Donatella Françoise Nathalie
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Gelis Filho, Antonio
Gelis Filho, Antonio
Rochman, Ricardo Ratner
Rochman, Ricardo Ratner
dc.contributor.author.fl_str_mv Basdereff, Donatella Françoise Nathalie
dc.contributor.advisor1.fl_str_mv Prado Júnior, Sérvio Túlio
contributor_str_mv Prado Júnior, Sérvio Túlio
dc.subject.eng.fl_str_mv Cause-related marketing
Women empowerment
Women entrepreneurship
Economic development
Research case study
topic Cause-related marketing
Women empowerment
Women entrepreneurship
Economic development
Research case study
Marketing para causas sociais (MCS)
Empoderamento das mulheres
Empreendedorismo feminino
Desenvolvimento econômico
Estudo de caso de pesquisa
Ciência política
Empreendedorismo
Mulheres - Brasil
Marketing social
Desenvolvimento econômico
dc.subject.por.fl_str_mv Marketing para causas sociais (MCS)
Empoderamento das mulheres
Empreendedorismo feminino
Desenvolvimento econômico
Estudo de caso de pesquisa
dc.subject.area.por.fl_str_mv Ciência política
dc.subject.bibliodata.por.fl_str_mv Empreendedorismo
Mulheres - Brasil
Marketing social
Desenvolvimento econômico
description Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives.
publishDate 2016
dc.date.issued.fl_str_mv 2016-11-16
dc.date.accessioned.fl_str_mv 2017-01-16T18:30:15Z
dc.date.available.fl_str_mv 2017-01-16T18:30:15Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv BASDEREFF, Donatella Françoise Nathalie. Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/17758
identifier_str_mv BASDEREFF, Donatella Françoise Nathalie. Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.
url http://hdl.handle.net/10438/17758
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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repository.name.fl_str_mv
repository.mail.fl_str_mv
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