Cause Related Marketing between solidarity and competition within the Italian food and agricultural system

Cause Related Marketing: between solidarity and competition within the Italian agri-food system Abstract: The current consumer is one of the most demanding company stakeholders: not only demanding products and services with proven intrinsic quality features but also endowed with non-material attributes such as respect for the environment and ethical values. Marketing orientation is to take account of environmental and social concerns. The caused related marketing (CRM) is a good example of the new entrepreneurial strategies able to achieve on the one hand utilitarian aims and on the other to contribute to a social cause by different forms of company donation. From the analysis it emerges that in the Italian agri-food system three types of agents are applying CRM: companies producing widely consumed brands, with high sales volume; small companies producing high quality goods but with brands known within a limited market area; mass distribution companies. The use and aims of CRM strategies are different for each of the actors. Keywords: caused related marketing, agri-food system. JEL: M31.